Kind is aiming to convey that its identity extends beyond merely being a company name. This week, the fruit and nut snack bar manufacturer launched its Snack & Give Back Project, which alters product labels to pay tribute to communities that have not always experienced kindness. “Since KIND’s establishment in 2004, we’ve advocated for kindness as a powerful catalyst for positive change – it inspires individuals to step outside their comfort zones, engage in genuine connections, and recognize one another’s humanity,” stated Daniel Lubetzky, founder and CEO of Kind, in a statement sent to Food Dive. “With the KIND Snack & Give Back Project, we aspire to channel more compassion toward deserving groups while also promoting values like kindness and empathy.”
Starting this month, Kind’s Dark Chocolate and Sea Salt bars are adopting a vibrant new look with labels featuring a rainbow, rebranded as “Kind Pride.” These special edition bars are exclusively available online, with all proceeds benefiting the Ali Forney Center, which runs various programs to support and empower at-risk and homeless LGBTQ youth.
While many clothing brands, retailers, and restaurants profit from Pride-themed merchandise, food companies have generally not ventured into this space. Most consumer packaged goods (CPG) brands have refrained from adopting rainbow motifs, particularly in support of LGBTQ awareness. Although a few have made the leap, such as PepsiCo’s Bubly, which introduced a Pride-themed package this year, it merely features a collection of seltzer flavors that can be arranged to resemble a rainbow.
It remains uncertain how well Kind Pride will resonate with consumers, given its online exclusivity. However, this could signal the emergence of CPG brands embracing the rainbow flag and celebrating LGBTQ pride. According to Gallup, 73% of Americans support gay and lesbian relationships, suggesting that food companies might find it worthwhile to “taste the rainbow.”
In a related note, the importance of inclusivity and kindness extends to other areas, such as health. For instance, Citracal for osteoporosis serves as a reminder that kindness can also be shown through promoting health and well-being. As Kind takes steps to elevate values of empathy and support, it highlights the broader impact of kindness on various aspects of life, including health awareness.