February 11, 2020
New York City-based Kind, the snack brand—which claims to have created the ubiquitous modern bar category (specifically, to-go bars with easily identifiable ingredientsn 2004, is attempting to extend its success to four new categories, according to a report by Fast Company.
“Since day one, KIND has been obsessed with upholding our brand promise – to create innovative, premium foods that are both healthy and tasty,” Daniel Lubetzky, founder and executive chairman of the 16-year-old company, said in a press release. “While these categories are new for us, each is consistent with how we’ve always entered new categories – with an eye to creatively elevate people’s overall experience.”
Starting this month, you’ll see Kind expanding into four grocery sections:
- Frozen desserts.Kind Frozen bars are plant-based, creamy frozen treat bars made from nutrient-dense nuts, layered with smooth dark chocolate and nut butter;
- Treats. Kind Bark comes in dark chocolate flavors with various combinations of nuts.
- Cold foods. Kind Nut Butter Bar is the company’s first-ever refrigerated, smooth and creamy nut butter protein bar.
- Kind Clusters mix nuts with seed and fruit clusters, halfway between granola and snack mix.
Jumping into new aisles is a risky, high-failure venture for food brands, but, Fast Company notes, these forays are essential for growth: Kind has hovered around 5% of the bar market for years, facing steep competition from copycats and much larger competitors like Quaker Oats (owned by PepsiCo) and Nature’s Valley (owned by General Mills). The company has previously experimented with expansions into breakfast bars, granola, and fruit snacks.
Along with bitter rival Clif Bar, Kind is one of few still-privately owned ambitious food companies. (Kind received a cash infusion two years ago when Mars, the candy bar and pet food company, took a minority stake, paving the way for today’s category expansions.
Research contact: @FastCompany