Last updated Mar 31, 2023
Kate Barrington / Cats.com
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.
Ratings
- 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.
Recall History
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.
Positive Reviews
“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
Negative Reviews
“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?
Kate Barrington / Cats.com
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
| Product Name | Food Type | Main Protein Source | Calories | Price | Our Grade |
| Kindfull Chicken and Salmon Recipe for Healthy Digestion Wet Cat Food | Wet | Chicken | 976 kal/kg | $0.29 per oz | B |
| Kindfull Chicken Recipe Kitten Wet Cat Food | Wet | Chicken | 1292 kcal/kg | $0.29 per oz | B |
| Kindfull Salmon and Brown Rice Recipe Dry Cat Food | Dry | Salmon | 471 kcal/cup | $0.12 per lb | B |
#1 Kindfull Chicken and Salmon Recipe for Healthy Digestion Wet Cat Food
As a Target-exclusive brand, one of the things Kindfull cat food has going for it is its affordability. With fresh chicken as the main ingredient and several supplemental sources of animal protein on the list, this recipe is objectively higher in quality than many other store brands.
Unfortunately, it’s full of unnecessary plant ingredients. In addition to high-carb grains like barley and brown rice flour, this wet food formula also contains pea protein, a plant protein concentrate.
Because this recipe is formulated for healthy digestion, it contains multiple sources of added plant fiber. Pumpkin, powdered cellulose, and dried plain beet pulp may help resolve digestive issues in some cats, but they can’t be considered species-appropriate ingredients. That being said, the estimated carbohydrate content as a whole is fairly low, under 10% as fed.
Overall, this recipe contains adequate species-appropriate animal protein with moderate fat but a significant number of unnecessary plant ingredients.
Ingredients
Chicken, Chicken Broth, Water Sufficient For Processing, Chicken Liver, Barley, Salmon, Whitefish, Brown Rice Flour, Pumpkin, Powdered Cellulose, Pea Protein, Dried Plain Beet Pulp, Natural Flavor, Ground Flaxseed, Guar Gum, Inulin, Potassium Chloride, Vitamins (Vitamin E Supplement, Thiamine Mononitrate, Niacin Supplement, D-Calcium Pantothenate, Pyridoxine Hydrochloride, Riboflavin Supplement, Vitamin A Supplement, Biotin, Vitamin D3 Supplement, Vitamin B12 Supplement, Folic Acid), Taurine, Salt, Cassia Gum, Xanthan Gum, Minerals (Iron Amino Acid Chelate, Zinc Amino Acid Chelate, Copper Amino Acid Chelate, Manganese Amino Acid Chelate, Sodium Selenite, Potassium Iodide), Blueberries, Cranberries, Choline Chloride, Yucca Schidigera Extract, Dl-Methionine, Lascorbyl-2-Polyphosphate (Source Of Vitamin C).
| Ingredients We Liked | Ingredients We Didn’t Like | Common Allergens |
| Chicken
Chicken Liver Salmon Whitefish |
Barley
Brown Rice Flour Pea Protein Ground Flaxseed |
Chicken
Fish |
Guaranteed Analysis
Dry Matter Basis
Caloric Weight Basis
Pros
- Contains several sources of animal-based protein
- Free from artificial colors, flavors, and preservatives
- Affordably priced under $0.30 per ounce
- Rich in the moisture your cat needs for hydration
Cons
- Contains unnecessary plant ingredients
- Some plant protein (pea protein)
#2 Kindfull Chicken Recipe Kitten Wet Cat Food
Like the previous formula, this wet cat food starts out with fresh chicken as the primary ingredient with chicken liver as a good quality animal-based source of nutrients. Dried egg product provides a supplemental source of protein as well.
Again, like the previous recipe, this formula is rife with unnecessary plant ingredients. It contains the same barley, ground flaxseed, pea protein, and brown rice flour as well as several thickeners like guar gum, cassia gum, and xanthan gum.
As a formula designed for kittens, it’s good to see that this recipe provides higher levels of protein and fat. I don’t love the pea protein, but it doesn’t appear on the list until after all the animal-based proteins. It’s also a positive that the primary source of added fat is animal-based salmon oil.
Out of curiosity, I compared this kitten recipe to the adult chicken wet food formula and found the ingredients nearly identical but the protein and fat contents were a little lower in the adult recipe.
Overall, this recipe contains plenty of species-appropriate animal protein with adequate fat but a significant number of unnecessary plant ingredients.
Ingredients
Chicken, Chicken Broth, Chicken Liver, Dried Egg Product, Barley, Ground Flaxseed, Natural Flavor, Pea Protein, Brown Rice Flour, Salmon Oil (Preserved With Mixed Tocopherols), Guar Gum, Potassium Chloride, Cassia Gum, Xanthan Gum, Salt, Blueberries, Cranberries, Inulin, Minerals (Iron Amino Acid Chelate, Zinc Amino Acid Chelate, Copper Amino Acid Chelate, Manganese Amino Acid Chelate, Sodium Selenite, Potassium Iodide), Choline Chloride, Vitamins (Thamine Mononitrate, Vitamin E Supplement, Niacin Supplement, D-Calcium Pantothenate, Pyridoxine Hydrochloride, Riboflavin Supplement, Vitamin A Supplement, Biotin, Vitamin D3 Supplement, Vitamin B12 Supplement, Folic Acid), Taurine, Magnesium Sulfate.
| Ingredients We Liked | Ingredients We Didn’t Like | Common Allergens |
| Chicken
Chicken Liver Dried Egg Product Salmon Oil |
Barley
Ground Flaxseed Pea Protein Brown Rice Flour |
Chicken
|
Guaranteed Analysis
Dry Matter Basis
Caloric Weight Basis
Pros
- Higher levels of protein and fat for kitten development
- Affordably priced under $0.30 per ounce
- Free from artificial colors, flavors, and preservatives
- Rich in the moisture your cat needs for hydration
Cons
- Contains some added plant protein
- Significant number of plant-based ingredients
#3 Kindfull Salmon and Brown Rice Recipe Dry Cat Food
All of Kindfull’s dry cat food formulas are affordably priced around $0.12 per ounce. They contain a high-quality source of animal protein as the first ingredient and are free from corn, wheat, soy, and artificial additives as well as by-product meals.
This particular recipe is a multi-protein formula made with salmon as the main ingredient and supplemented with chicken meal, turkey, and dried egg product. Again, you’ll also see pea protein added as a concentrated source of plant protein.
Though Kindfull’s wet food and dry food recipes contain a similar number of plant-based ingredients, this dry food formula is much higher in overall carbohydrate content – over 30% as fed.
Overall, this recipe contains adequate species-appropriate animal protein with moderate fat but a significant number of unnecessary plant ingredients.
Ingredients
Salmon, Chicken Meal (Source Of Glucosamine And Chondroitin Sulfate), Brown Rice, Oatmeal, Turkey Meal, Barley, Pea Protein, Chicken Fat (Preserved With Mixed Tocopherols), Rice Bran, Flaxseeds, Dried Egg Product, Natural Flavor, Fish Oil, Salt, Dl-Methionine, Choline Chloride, Taurine, Potassium Chloride, Citric Acid (Preservative), Mixed Tocopherols (Preservative), Iron Amino Acid Complex, Zinc Amino Acid Complex, Ferrous Sulfate, Vitamin E Supplement, Niacin Supplement, Zinc Oxide, Copper Amino Acid Complex, Copper Sulfate, Sodium Selenite, Manganese Amino Acid Complex, Vitamin A Supplement, Thiamine Mononitrate, Menadione Sodium Bisulfite Complex, Pyridoxine Hydrochloride, D-Calcium Pantothenate, Manganous Oxide, Riboflavin Supplement, Calcium Iodate, Vitamin B12 Supplement, Vitamin D3 Supplement, Folic Acid, Biotin, Rosemary Extract.
| Ingredients We Liked | Ingredients We Didn’t Like | Common Allergens |
| Salmon
Chicken Meal Turkey Meal Chicken Fat Dried Egg Product |
Brown Rice
Oatmeal Barley Pea Protein Rice Bran Flaxseeds |
Fish
Chicken |
Guaranteed Analysis
Dry Matter Basis
Caloric Weight Basis
Pros
- Several sources of species-appropriate animal protein
- Affordably priced under $0.15 per ounce
- Supplemented with nutrient-rich chicken fat
- Completely free from artificial additives
Cons
- Significant number of plant-based ingredients
- Doesn’t contain the moisture your cat needs
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.
The daily feeding costs are completely off. 2 cans at 89 cents each is about $1.80 a day, not 65 cents a day. $1 a day of dry food would mean the 7lb bag only lasts 14 days…Please be more careful with these calculations since most people are on a budget and decide to try a food based on price.
My cats hated the wet and the dry food. As did the feral cats. Ended up feeding it to the raccoons and possums.
Thanks for sharing, Claudia!
My cat immediately gobbled the indoor kibble. SHE CHOSE IT OVER HSD and RC
My 15 year old cat loves the wet food. I am trying to find a healthier wet food to help her transition to the kidney food she doesn’t like. I am glad I found this wet food.
My very healthy indoor black cat has developed fur loss since I started him on Kindfull chicken/brown rice formula. He loves it, has been eating it for about 5 weeks. I’ve noticed a very gradual hair loss, his skin is showing! No itching/or scratching or rash.
Any Ideas why this is happening? He’s heading to the vet in a week. ($$$ ouch)
Thanks
Hi Jackie, that’s a great question. There’s a chance that it’s connected to the Kindfull food, but I, unfortunately, can’t give a definitive answer on that. Hoping you’ll get some more insights from the veterinarian!
My 4 year old male has had stomach issues since he was a kitten. He had constant diarrhea and could not gain weight. He was only 4 9 lbs. The vet prescribed him expensive food and he never likes it. I tried other wet cat food and he still had issues.i decided to give Kindfuls a shot. He LOVES all of the flavors and his stomach issues have disappeared! Thank you.so much!
Hi Rachelle, that’s great to hear! Glad Kindfull works for your cat!
My daughter has a 17 yr old male. He loves the wet food( the chicken)
My 10 year old cat has long had skin allergies which I treat with LiquidVet. He favors chicken wet food. I recently noticed that the brand I usually give him FF had a strong smell I hadn’t noticed before. So I am trying Kindfull chicken wet food for indoor/adult and he’s quite happy with it – and no bad smell. Hoping and wondering if I’ll see a change for the better in his skin itch and licking.
Hope it helps, Dee!