Featuring a frozen blend of fruit and almond milk topped with creamy nut butter and crunchy granola, the new bowls are designed to “elevate people’s overall experience while adhering to our KIND Promise to craft snacks with a nutritionally-dense first ingredient,” Mike Barkley, CEO of KIND North America, told FoodNavigator-USA in an email.
He explained that each bowl packs 7 to 8 grams of plant protein and caps added sugar at 9 grams – less than the leading competitor – helping the line stand out nutritionally in the frozen breakfast space, which he described as “largely dominated by refined flours and animal proteins.”
He added the Smoothie Bowls also offer a more convenient experience as “the only ready-to-eat offering” in the frozen breakfast category, where other options require a microwave, oven or assembly.
Finally, Barkley said, the launch not only pushes the boundaries of the frozen breakfast category, it also pushes those of KIND’s portfolio at a time when many consumers are seeking more diverse solutions to fit a new and continuously changing way of life.
Before the pandemic, KIND’s bars were an easy option for people eating on-the-go while commuting to work or in between meetings. But since the pandemic was declared and many offices switched to remote work models, 85% of breakfast occasions now take place at home, according to the NPD Group.
As vaccines are distributed, some offices will re-open while others will continue to embrace the efficiency and cost-effectiveness of remote work – pushing consumers to look for flexible breakfast options, which KIND now can meet more easily.
“We are bringing optionality to KIND’s breakfast offerings to meet the needs of the flexible workforce of the future,” Barkley said. “While KIND’s Breakfast Bars best suit on-the-go, Smoothie Bowls are a quick and easy breakfast option to enjoy around any table – whether in a home kitchen or at the office.”
The new line also builds on the success of KIND’s granola business, which grew 22% in 2020 – outpacing the category’s 4% growth and capturing the most market share in 2020 compared to competitors, according to the company.
KIND attributed part of this growth to the introduction of KIND Probiotic Clusters and the launch of bulk packs for select flavors of granola and oat cereals.
Reflecting on the past and upcoming years, Barkley acknowledge that “while 2020 was an unprecedented year for all, our vision for KIND remains the same: We remain focused on upholding and expanding the KIND Promise to build [the] foremost health and wellness platform.”