Target’s latest owned brand is for pets

Target Corp. is adding to its growing portfolio of private brands.

The discounter will roll out Kindfull, a pet food brand for dogs and cats, in stores and online on Aug. 15. The new line features 50-plus items, with more than half priced under $10. The assortment includes wet and dry food, treats and toppers.

To date, Target has launched more than 45 owned brands across a wide range of categories. In February, the company said it had 10 owned brands with $1 billion in sales, including four with more than $2 billion in sales. Target’s new private brands include its first private crafting brand in more than 10 years.

“Kindfull highlights Target’s continued commitment to providing our guests with an incredible cross-category portfolio of owned brand options to choose from alongside their favorite national brands,” said Jill Sando, executive VP and chief merchandising officer, Target.

[Read more: Target makes major play in grocery with new ‘flagship’ brand]

Target noted that Kindfull products are made with no artificial colors, flavors or preservatives and no wheat, corn or soy, and with fish that are wild-caught using sustainable practices that help protect ocean resources. More than 40% of the items are in recyclable packaging, which supports the retailer’s goal to innovate to eliminate waste.

Kindfull is not Target’s first owned brand aimed at pet owners. The company also has a private apparel and accessory line for pets, Boots & Barkley.