According to the American Pet Products Association (APPA), 70% of households own a pet. Unsurprisingly, dogs and cats are the most popular in the US, with over 45 million homes containing cats and sixty-nine million households having at least one dog. Americans spent $42 billion on pet food and treats in 2020, and with no signs of pet ownership slowing down, Target has unveiled its new line of cat and dog food and treats called Kindfull.

Free of soy, corn, and wheat, Kindfull follows Target’s strategy of offering quality products at a value. The approachability doesn’t just come from price—half the products cost $10 or less—as the packaging is also friendly and casual, making use of neutral tones, colors, and fanciful type. Simple icons and graphics convey information about features and items for cats, dogs, and both get distinguished by cute drawings of the furballs. Illustrations of the ingredients help quickly differentiate between the proteins and flavors.

Editorial photograph
Editorial photograph

Kindfull’s packaging certainly feels at home at Target, but it feels very much like like a wellness upstart. Perhaps the similarity is intentional and meant to connect pet wellbeing and happiness with Target’s pet food and treats.

Editorial photograph
Editorial photograph

“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 vice president and chief merchandising officer at Target, in announcing the new line. “With Kindfull, our newest owned brand offers guests pet food for their furry family members that showcase our commitment to quality, value, and thoughtfully selected ingredients.”

Editorial photograph
Editorial photograph

Available now, from Target, of course.



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