KIND Snacks launched a marketing campaign that calls on consumers to eat fresh, whole foods, such as vegetables, fruit, grains, whole nuts and seeds — instead of packaged foods, including its own snacks.
Of course, the company notes that its bars lead with a nutrient-dense first ingredient like nuts, whole grains or fruit, according to a news release.
The strategy is part of KIND's latest nutrition initiative to educate people that its snacks are a runner-up option to snacking on whole foods on their own.
Starting Feb. 23, KIND will offer consumers The KIND Whole Fruit and Nut Box to help make fresh, real foods more accessible for Americans. The box will be filled with fresh fruit, raw nuts and seeds, and will available exclusively on kindsnacks.com, while supplies last.
Photo: Courtesy KIND Snacks
“There's a time and place for eating a KIND bar, but we believe it should never replace eating the whole, fresh foods that are essential to staying healthy,” KIND CEO Russell Stokes said in the release. “Since our founding, we've always advocated for nutrition transparency and encouraged people to eat better, even if that means buying raw almonds and fresh apples over our bars.”
To further advocate for the prioritization of recommended, nutrient dense foods and in celebration of National Nutrition Month, KIND will stop selling its packaged snacks on kindsnacks.com March 1 and 2, while encouraging consumers to purchase its KIND Whole Fruit and Nut Box instead.
“According to the CDC, only about 12% of American adults are eating enough fruits and vegetables," Registered Dietitian and KIND Spokesperson Sammi Brondo said in the release. “Instead, they are relying on easy, convenience foods that usually don't contain the same, important nutrients as fresh produce. KIND's efforts will be a small, but highly effective way to help in our nationwide effort to make fruits and vegetables more easily accessible and readily consumed.”
The company also unveiled a faux KIND bar-filled vending machine in the heart of New York City's Greenwich Village neighborhood, where upon “purchase” of one of its snacks, the machine opens and transports shoppers into The Secret KIND Farmers Market, where they can fill their baskets free-of-charge with fresh, whole produce like fruits and vegetables - not packaged snacks.
KIND has advocated for nutrition for years, such as petitioning the U.S. Food and Drug Administration to update its labeling regulations to enable shoppers to make more informed choices about their eating patterns. KIND has raised the bar for health and wellness by:
- Petitioning the FDA to address misleading nutrient content claims;
- Encouraging the food industry to disclose hidden sugars;
- Redefining the word "healthy"; and
- Offering thousands of free registered dietitian consultations.
To visit The Secret KIND Farmers Market in New York City, stop by 9 West 8th St. 11 a.m. to 7 p.m. Feb. 23 and 24. Please note proof of vaccination, mask-wearing and social distancing will be required for your safety and the safety of all visitors.