We’ve rated Kindfull cat food on ingredient quality, species-appropriateness, recalls, and more. Read our Kindfull Cat Food review to learn how this brand stacks up.
The Cats.com Standard—Rating Kindfull Cat Food on What Matters
We’ve rated the brand on six key criteria for quality. Here’s how it rates in each of these six crucial areas.
- Species-Appropriateness – 6/10
- Ingredient Quality – 7/10
- Product Variety – 6/10
- Price – 7/10
- Customer Experience – 7/10
- Recall History – 6/10
Overall Score: 6.5/10
In total, we give Kindfull cat food a 39 out of 60 rating or a B- grade.
About Kindfull Cat Food
Kindfull is Target’s in-house cat food brand. Target is the eighth-largest retailer in the United States with over 1,900 stores across the country. Kindfull joins an extensive lineup of private-label brands like Simply Balanced, Market Pantry, and Embark as well as an existing line of pet food and supplies, Boots & Barkley.
Launched in the fall of 2021, the Kindfull brand includes wet and dry food for dogs and cats as well as dog treats and pet food toppers. Target markets the brand as “thoughtfully crafted,” free from artificial, colors, and preservatives as well as corn, wheat, soy, and by-product meals.
Target claims the brand delivers “veterinarian-guided nutrition” with real beef, poultry, or fish as the first ingredient in all foods, treats, and toppers.
Sourcing and Manufacturing
Target describes Kindfull as a brand “Made in the USA with ingredients from around the world.” They don’t provide any more specific information than that regarding the sourcing or manufacturing of their products.
In fact, The Canine Review did some digging after the brand was announced but Target representatives (including the executive vice president, Katie Boylan) declined to name the manufacturer of the food or the veterinarians involved in its research and development.
When Target says the Kindfull brand is “veterinarian-guided,” the small print reads:
“Developed by pet food experts with nutrition guidance from a veterinarian. Applies to all items except certain canned foods.”
Not only does Target refuse to name the veterinarians who helped develop the food, but this statement seems to imply that not all recipes were formulated with veterinary input. We weren’t able to find any detailed information about exactly where or how Kindfull cat food is made.
Having only launched in the fall of 2021, Kindfull hasn’t had any cat food recalls. While this is always a good thing, we’ve heavily weighted the fact that the brand is less than 6 months old in our recall history ranking.
What Kinds Of Cat Food Does Kindfull Offer?
The Kindfull brand offers roughly 50 recipes of dog food and cat food products. Their cat product line includes 9 recipes for dry food and canned food.
Kindfull offers canned foods for adult cats and kittens as well as tailored recipes for indoor cats, healthy digestion, and weight management. Kindfull dry food comes in a standard chicken and rice recipe as well as formulas for indoor cats and kittens.
What Do Customers Think of Kindfull Cat Food?
Because Kindfull is a new brand just launched in the fall of 2021, there are limited customer reviews online and very few in-depth overviews of the brand. Target does allow customer ratings on each product page, and they don’t appear to filter them. For most products, at least 50% of the ratings are 5-star ratings, but several products have below a 4-star average.
Of the products with the highest ratings, cat owners comment that their cats seem to like the flavor. Some customers noticed an improvement over recipes made with corn and others appreciated the resealable packaging.
Dissatisfied pet owners comment that their cats won’t touch the food. Some customers noticed an increase in litter box odor and one even reported that the food made their cat vomit enough to warrant a visit to the emergency vet.
Let’s take a look at a few reviews from some of the most popular recipes from Kindfull.
“Not only did she transition well and enjoys the food, we noticed two healthier differences. Had been using other high quality/premium brand Chicken and Rice cat food. Decided to compare ingredients to many other brands, was pleasantly surprised with this one. Passed the taste test too. Fed a couple of pieces to her and she ate them up like they were treats. After less then two weeks (one week was transitioning food) our cat’s poo went from hard pellet size (sign of constipation) to a healthy size. Plus her fur that we thought was already soft became even softer.” – Customer reviewing Kindfull Chicken and Brown Rice Dry Cat Food
“This is the second can (different flavor) of wet cat food that we have tried from Kindfull. I am very impressed because my very picky cat has actually eaten both of them with no issues. They agreed with his system and we had no issues. We’ve purchased more since these first few.” – Customer reviewing Kindfull Chicken Recipe Kitten Wet Food
“Gave both of my cats this dry food in combination with this brand’s wet cat food. Neither of them were particularly interested but ate a few bites (much less than usual). One of my cats was fine but the other one threw up several times throughout the day, so much so that we had to take her into the vet. X-ray’s were done to confirm there were no other issues, just some type of reaction to the food. She normally does not throw up, and seeing other reviews similar to mine about the throw up issue is worrisome. I would not recommend at all.” – Customer reviewing Kindfull Indoor Chicken and Brown Rice Recipe Dry Cat Food
“I was excited about giving my cats a new food as they do tire of wet food; despite that I rotate their meals. However; for some reason NONE of them liked this; just sniffed and walked away, including the homeless ones who will eat most everything I serve them voraciously. Will not reorder.” – Customer reviewing Kindfull Chicken and Salmon Recipe for Healthy Digestion Wet Cat Food
What Did Our Test Cats Think?
To test Kindfull cat food, I ordered three different wet foods and two dry food formulas. I appreciated the low price point and was pleased with the packaging. The smaller 3-ounce cans meant I didn’t have to store leftovers and I liked the resealable dry food bags.
In testing Kindful cat foods, I found my cats definitely preferred the canned to the wet food formulas. That wasn’t surprising, however, given that’s their typical preference. They didn’t seem to mind the smell or taste like some cat owners have commented.
The main issue I had with this brand is that all of their formulas seem to contain chicken. Even the singular recipe that doesn’t contain chicken in the name, the Salmon and Brown Rice Dry Food, contains chicken meal as the second ingredient. This is an issue for one of my cats who is allergic to chicken.
Kindfull Cat Food – Top 3 Recipes Reviewed
|Main Protein Source
|Kindfull Chicken and Salmon Recipe for Healthy Digestion Wet Cat Food
|$0.29 per oz
|Kindfull Chicken Recipe Kitten Wet Cat Food
|$0.29 per oz
|Kindfull Salmon and Brown Rice Recipe Dry Cat Food
|$0.12 per lb
How Much Does Kindfull Cat Food Cost?
Like many Target-exclusive brands, Kindfull cat food is economically priced. All of their canned foods are priced at $0.89 for a 3-ounce can, making the per-ounce price about $0.29. Kindfull dry foods cost $13.99 for a 7-pound bag, or about $0.12 per ounce.
Kindfull recommends feeding 1 ¾ to 2 ¼ cans of wet food per 6 to 8 pounds of bodyweight per day. For an 8-pound cat, that would put the daily price only about $0.65 per day. For dry food, Kindfull recommends 1/3 to ½ cup per 5 to 9 pounds of body weight. For an 8-pound cat, the average daily feeding cost would be about $0.99 per day.
Overall, Is Kindfull Cat Food a Good Choice?
The Kindfull cat food brand has several things going for it. First, it’s a highly affordable brand and because it’s sold in Target stores, it’s pretty easy to find. That being said, if you prefer to shop at local pet stores or from major online retailers like Chewy or Amazon, you may be out of luck.
Another benefit of this pet food brand is that its quality is actually pretty good for such an affordable store brand. Every recipe starts with a high-quality source of animal protein and there aren’t any by-product meals, low-value grains (corn, wheat, and soy), or artificial additives.
The primary downside of Kindfull cat food is the carbohydrate content. While the overall carb content of their wet foods is fairly low, all of their formulas contain a significant number of plant ingredients – including plant protein concentrates.
So, while you can certainly do worse than Kindfull cat food, you can also do much better for your cat’s diet. For price and convenience, however, it isn’t an awful choice.
Where Is Kindfull Cat Food Sold?
As a Target private-label brand, Kindfull is only sold in Target stores an through their online shop at Target.com.