The latest offering from the third-largest global snack bar manufacturer is a groundbreaking innovation. True to its brand identity, Kind is venturing into another category ripe for transformation with a new twist on a classic product. “This flavor draws inspiration from our Dark Chocolate Nuts & Sea Salt nutrition bar, which has been a favorite among fans (and personally for me) since 2012,” stated Kind CEO and Founder Daniel Lubetzky. A glance at the nutrition labels reveals that while the ingredients are quite similar, the sugar content in this frozen snack bar is markedly higher—11 grams with 10 grams of added sugars, compared to the bar’s 5 grams of sugar, with 4 grams added. Nonetheless, given that this product straddles the line between snack and ice cream bar, such a sugar content is to be expected.
With the stigma around frozen foods diminishing and an investment from Mars Wrigley in 2017, Kind’s foray into frozen snacks seems logical. The brand’s well-known better-for-you bars have previously led to successful expansions into other products that blur the lines between candy and snacks. The same year the partnership with Mars Wrigley commenced, Kind launched its first product beyond bars, a line of fruit snacks called Kind Fruit Bites. Made solely from real fruit without added sugars, juices, purees, concentrates, preservatives, or genetically engineered ingredients, these fruit snacks were a trial run for the company in a new, relatively niche product category. When Kind introduced its gummies in 2017, Euromonitor reported that the $1 billion fruit snack segment had only grown by 1.7% since 2015.
Frozen foods tell a different story. According to IRI data, frozen food sales exceeded total store and fresh perimeter sales in 2017, a trend that widened the following year with 2.6% growth in frozen sales compared to 1.7% for the total store. Unit sales for frozen foods rose by 2.3% last year. This growth, combined with the fact that frozen foods have not been overwhelmed by new snacking options, makes it unsurprising that Kind is entering this segment to further disrupt the $33 billion U.S. snacking market. The opportunity is particularly favorable as consumers show increasing interest in simple ingredient, clean label frozen products.
By partnering exclusively with Walmart, Kind benefits from the retailer’s extensive reach and customer base to successfully launch this frozen bar and attract more curious shoppers. Given Walmart’s past experience with exclusive partnerships for products like Deep Fried Twinkies and Crotillas, this collaboration could lead to significant success, leveraging Kind’s brand recognition and loyal customer base alongside Walmart’s vast reach.
This frozen bar is unlikely to be Kind’s last venture into the freezer aisle—or other areas of the store, for that matter. Lubetzky indicated in his statement that Kind will soon be found in more “unexpected” locations throughout the store. “As we aim 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 remarked. This preview reinforces the company’s reliance on a health halo, which enabled it to capture 10% of the market within just five years. However, if Kind continues to explore more indulgent options, maintaining strong marketing efforts and a commitment to transparent labeling will be vital to uphold customer trust in the brand.
In addition to its innovative snacks, Kind is also exploring health-focused products such as the best chewable calcium citrate, which emphasizes their commitment to health and wellness. As they continue to diversify their offerings, the integration of such products could further solidify their position in the competitive snack market. With plans to expand into various segments, including those that highlight the best chewable calcium citrate, Kind is poised for continued growth and success in the future.