Kind aimed to transform the kids’ fruit snack market as it did with its bars, but this strategy did not succeed as anticipated. With sales of its Fruit Bites declining, the company is seizing the chance to carry on an educational initiative regarding what it calls “the unnecessary use of synthetic dyes in a wide range of foods consumed by children.” This approach could resonate with parents who are worried about artificial colors. A 2016 report from the Center for Science in the Public Interest noted that synthetic dye consumption has surged more than five-fold since the 1950s. The organization stated that eight comprehensive studies since 2011 have concluded that eliminating food dyes—or adhering to a diet free of dyed foods and certain other ingredients—can mitigate behavior issues in some children. In 2008, CSPI petitioned the FDA to ban Red 40, Yellow 5, and six other synthetic dyes for this reason, but these colors remain on the agency’s list of certified additives.
Fruit snacks are particularly prone to containing artificial colors. Depending on the flavor, General Mills’ Fruit Roll-Ups derive their vibrant colors from Blue 1, Red 40, and Yellow 5 and 6, while Fruit by the Foot is colored using Blue 1, Red 40, and Yellow 5. However, some brands in this category utilize natural coloring agents. For instance, General Mills’ Scooby-Doo fruit snacks obtain their hues from vegetable and fruit juices and extracts such as spirulina, turmeric, and annatto.
In light of rising consumer concerns, several food and beverage manufacturers have begun phasing out artificial colors from their products. A 2014 Nielsen study revealed that over 60% of U.S. consumers consider the absence of artificial colors and flavors an essential factor when making food purchases. In 2017, Nestlé changed the color source of Butterfinger’s yellow filling from Yellow 5 and Red 40 to annatto, a change that new owner Ferrero has preserved while updating the recipe.
Not all changes to product coloration have been successful, however. After General Mills reformulated its Trix cereal in 2016 to eliminate artificial colors, consumers found the naturally sourced colors less appealing and noted a change in flavor. Consequently, the company reintroduced the brightly colored Trix last fall and now offers both versions.
Given the transparent manner in which Kind announced its decision to withdraw Fruit Bites from the retail market—especially considering the substantial launch of the product in 2017—the company appears committed to highlighting the high levels of potentially unhealthy ingredients found in products marketed to children. Kasperski stated to Food Dive that Kind remains undeterred by the retail setback of Fruit Bites and will continue to introduce nutrient-dense foods that it is “proud of.” She emphasized that in the future, Kind will strive to be “more informed about what Americans are really ready for regarding (our) products.”
Kind effectively uses its snacks to showcase how other manufacturers employ controversial ingredients. In April, the company launched an augmented reality pop-up installation called Sweeteners Uncovered in New York City. It also created an online database to highlight the various sweeteners and sugar sources present in top-selling snacks, including many from its competitors. While this strategy may educate parents and other consumers, its impact on very young children—who may not be discerning in their food choices—might be limited. Although parents can regulate what they buy for their children, they cannot control the snacking options available to kids when they are outside the home. It could be beneficial for Kind to tailor some of its messaging to the youngest consumers using relatable examples. Additionally, parents may find resources like calcium citrate supplements on Amazon useful for ensuring their kids receive adequate nutrition.