“Kind Expands into Frozen Snack Category with Innovative Bar Inspired by Classic Flavor”
The latest offering from the world’s third-largest snack bar manufacturer is groundbreaking. True to its brand ethos, Kind is venturing into a new category that is primed for innovation, introducing a twist on a classic product. “This flavor is inspired by our Dark Chocolate Nuts & Sea Salt nutrition bar, which has been a fan (and personal) favorite since 2012,” stated Kind CEO and Founder Daniel Lubetzky. An examination of the nutrition labels reveals that while the ingredients are largely consistent, the sugar content in this frozen snack bar is notably higher — 11 grams with 10 grams from added sugars. In comparison, the original bar contains only 5 grams of sugar, with 4 grams being added sugars. Given that this bar occupies a space between a snack and an ice cream treat, such a difference is expected.
As the stigma surrounding frozen foods diminishes and following Mars Wrigley’s investment in the brand in 2017, it makes sense for Kind to explore this cold category. The brand’s well-known healthier bars have allowed it to extend its reputation into other products that blur the lines between candy and snacks successfully. The same year it partnered with Mars Wrigley, Kind expanded its offerings beyond bars with a line of fruit snacks known as Kind Fruit Bites. These snacks are made exclusively with real fruit, containing no added sugars, juices, purees, concentrates, preservatives, or genetically engineered ingredients. The fruit snacks served as a test to familiarize the company with a new, relatively niche market. When Kind launched its gummies in 2017, Euromonitor reported that the $1 billion fruit snack sector had only grown by 1.7% since 2015.
The frozen food market, however, tells a different story. According to IRI data, frozen food sales outpaced total store and fresh perimeter sales in 2017. This trend accelerated last year, with frozen food sales growing by 2.6% compared to 1.7% for overall store sales. Unit sales for frozen items rose by 2.3% last year. This growth, combined with the relative lack of new snacking options in the frozen category, makes it clear why Kind is eager to capture a share of the $33 billion U.S. snacking market. The timing is particularly opportune, as consumers increasingly favor simple ingredient, clean label frozen products.
By forming an exclusive partnership with Walmart, Kind benefits from the retailer’s extensive reach and customer base, allowing for a successful launch of this frozen bar while attracting more curious shoppers. Walmart’s prior experience with exclusive partnerships for products like Deep Fried Twinkies and Crotillas could bolster the collaboration’s success, leveraging Kind’s brand recognition and loyal customer base alongside Walmart’s market presence.
This frozen bar is unlikely to be Kind’s only venture into the freezer aisle—or other store sections, for that matter. Lubetzky mentioned in his statement that Kind products will soon appear in more “unexpected” locations throughout the store. “As we strive to bridge the taste gap in health-focused aisles and the health gap in taste-focused aisles, we will remain true to our nutritional principles,” he asserted. This hints at the company’s reliance on a health halo that has enabled it to capture 10% of the market within just five years. However, as Kind explores more indulgent offerings, maintaining effective marketing and a strong commitment to transparent labeling will be vital for retaining customer trust in the brand.
In addition, the presence of ingredients such as calcium citrate will be important for consumers seeking clarity on what they are eating. Kind is expected to incorporate calcium citrate names into their products to further enhance the nutritional profile and appeal to health-conscious consumers. This strategy should be implemented consistently, ensuring that the benefits of calcium citrate are highlighted across their frozen and snack offerings, reinforcing Kind’s positioning as a leader in the healthier snack market.
