KIND highlights taste, nourishment with new launches ranging from fruity to savory to kid-friendly

By Deniz Ataman

- Last updated on GMT

Source: D. Ataman
Source: D. Ataman

Related tags KIND Granola Grains Snack bars

KIND Snacks continues its exploration of health-forward snack bars and granola with a particular emphasis on savory and fruit ingredients in the brand’s expansive launch, which was showcased during a media event at its test kitchen in New York on April 11.

The event featured a spread of KIND’s latest products, in addition to a tour of its test kitchen, where attendees saw firsthand how the company develops recipes.

“We are really excited to share and continue to tell the story for KIND of bringing nourishment to the world. It is not just about health or taste, it is the combination of those two, so I think all of these innovations really lean into [that] and deliver nourishment,” Emily Strobel, VP, growth platforms and innovation, KIND, told FoodNavigator-USA.

New release snack launches include fruit-forward and savory flavors

The snack maker also introduced two line extensions within its core nut bars, Seeds, Nuts and Fruits, which Strobel described as “trail mix in a bar.”

Source: D. Ataman

KIND’s Seeds, Fruits and Nuts are available in Strawberry Sunflower Seed, Dark Chocolate Raspberry Pumpkin and Orange Cranberry Pumpkin Seed. For its Savory line, KIND was driven by consumers’ desire for more savory flavors and created three new versions including Rosemary Nuts and Sea Salt, Roasted Nuts and Jalapeno and Paprika Nuts and Mesquite Smoked Sea Salt.

Fusing together snacking and treating, KIND also launched its Soft Baked Squares in Salted Caramel Almond Flour Blondie, made with its signature 14 or more almonds in a grounded format.

Since KIND launched its granola business in 2011, Strobel said the company has seen ongoing growth in the category, prompting to expand its portfolio with the upcoming breakfast-friendly Banana Peanut Butter Clusters with Dark Chocolate Chunks in May. Each 11-ounce bag contains 10 grams of protein, 9 grams of fiber and five super grains, including oats, millet, buckwheat, amaranth and quinoa.

Currently, the bars are available in limited distribution in Kroger and Whole Foods, and will be on shelves nationwide by this summer.

School-friendly children's line blends ingredient transparency, indulgence, performance

The two new oat bar launches, Blueberry Muffin and Chocolate Chip, contain 5 grams of protein. The revamped children's line, which is targeted to Gen Alpha (those born between 2010-2024), features a school-friendly label for the first time that calls out “no tree nuts, no peanuts and gluten-free,” providing parents with allergen-free and 100% whole grain snacks, and an indulgent treat for [children], Strobel explained.

Source: D. Ataman

According to extensive consumer testing, KIND reported that 90% of children surveyed said they would eat the oat bars again, particularly as children want to have fun with flavors and textures during snack time, which is a “relatively ungoverned time,” Strobel noted.

“We saw a real opportunity despite the fact that kids’ snacking is big and growing and certainly with bars, there was still an unmet need because someone is always compromising … So we think we have really cracked something here with a bar that has a great nutritional profile that parents can feel really good about … [and not] have to worry about some of those ingredients of concern in worlds where you have different restrictions on allergens,” Strobel elaborated.

Transitioning to Non-GMO Project Verified across all product lines

Louisa Bachman, food scientist at KIND, formulated several of the brand's latest launches. Here, Bachman is instructing attendees on how to develop their own KIND bar in the test kitchen. Image source: D. Ataman

While most of KIND’s flagship products are Non-GMO Project Verified, the company plans to transition to the certification for all of its products.

Additionally, the company is ramping up its certifications around “all of our chocolate and cocoa” with Rainforest Alliance and bee-friendly certifications “given our commitments around regenerative agriculture,” Strobel said.




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