HackingRetail & ConsumerRetailCustomer Data InvolvedEmployee Data InvolvedIdentity (basic)EmploymentMediumContained

Instinct Pet Food

bd_75ff91c2fbe385ce · schema v1 · pii pii-v1

Severity

Medium

Discovered

Nov 8, 2024

Filed

Nov 25, 2024

To disclose

17 days

Affected · nationwide

1,9092 in this filing

Linked

2 records

Confidence

65%

Full breach record for Instinct Pet Food →

MI HoldCo, Inc. (d/b/a Instinct Pet Food) reported an external system breach (hacking) occurring October 15-16, 2024, discovered November 8, 2024. Approximately 1,909 individuals were affected, including 2 Maine residents. The incident impacted employee personal data. The company engaged forensic experts, reset passwords, and offered 24 months of credit monitoring via Experian.

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Maine clockDiscovered Nov 8, 2024 → Filed with AG Nov 25, 202417d ✓ ME AG ≤30d17 days discovery → filing

⚠ AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.

Incident timeline

undetected · 24 days

discovery → filing · 17 days

Oct 15, 2024

Begins

Nov 8, 2024

Discovered

Nov 25, 2024

Filed

vs. sector median

7 wks faster

This filing is one of 2 records about the same incident.View merged incident

Linked disclosures

Why this link?

Ransomware claims (1)

Leak Siteblack_bastabd_f839178b4422a6532024-10-16 · +40dVerified

Name: MI HoldCo, Inc.
norm: mi holdco

Name: Instinct Pet Food
norm: instinct pet food
Domain: instinctpetfood.com
Industry: Retail & Consumerllm

Discovered: Nov 8, 2024
Breach occurred: Oct 15, 2024 – Oct 16, 2024
Undetected for: 24 daysoccurrence → discovery
Materiality determined: —
Notification sent: Nov 19, 2024
Affected individuals: 1,909state + nationwide
Data types: Identity (basic)Employment
Attack vector: Unauthorized Access
MITRE ATT&CK: T1190 Exploit Public-Facing Application
Threat actor: External
Regulator citations: notifying relevant regulatory authorities as required
Initial access: exploit_public_facing

During the incident: Engaging third-party forensic experts to thoroughly investigate
Enacted containment measures, including resetting passwords and securing accounts
Conducted a full investigation into the activity
Notifying relevant regulatory authorities as required
Changes made: Implemented strengthened security measures to further safeguard against similar incidents in the future
Offering you access to 24 months of credit monitoring and identity protection services through Experian IdentityWorks
Source: Quoted from the filing itself, not independently verified.

Time to disclose: 17 days(17 days from discovery to filing)
Compliance flags: ME AG ≤30d · 17d
Discovery-date grounding: AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.
Clock breakdown: Statute Window Elapsed Threshold Status
Maine
Discovered: Nov 8, 2024
→ Filed with AG: Nov 25, 2024
17d 30 days ME AG ≤30d

Statute	Window	Elapsed	Threshold	Status
Maine	Discovered: Nov 8, 2024 → Filed with AG: Nov 25, 2024	17d	30 days	ME AG ≤30d

Status: No extraction artifact recorded for this disclosure.

Evidence ladder

Leak-site claim

Attacker assertion only. Establishes: claim date, group, alleged victim.

Press / market report

Unlocks: incident narrative, operational impact. Still no compliance clock.

State AG / regulator filingThis record

Unlocks: discovery date, data types, affected count, compliance clock.

SEC 8-K / victim statement

Unlocks: materiality, stated response, full audit trail. Ceiling removed.

Source URL: https://www.maine.gov/agviewer/content/ag/985235c7-cb95-4be2-8792-a1252b4f8318/d2f9d25d-f961-46b9-ad8f-f8ea4862c997.html
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Nov 25, 2024
Raw hash: 20ad13a13cb12cb82e4b1fac0ac6c7a4ca6e7a4f872aef3b1aa042cdbbcf7919

Linked disclosures

Ransomware claims (1)

Reporting entityMI HoldCo, Inc.

Victim entityInstinct Pet Food

Incidentdiscovered Nov 8, 2024

Stated responseEngaging third-party forensic experts to thoroughly investigate

ComplianceME AG ≤30d

Extraction provenanceno artifact recorded

Source provenancewww.maine.gov