Kind’s ice cream represents the latest venture into the frozen food sector for the well-known snack bar manufacturer. In March, the company, which positions itself as a healthy snacking brand, unveiled Frozen Smoothie Bowls—this followed a broader launch of its Frozen Bars the previous year. This ice cream introduction is part of a rapid growth phase for Kind, which was acquired by Mars last year for an estimated valuation exceeding $5 billion; Mars had previously taken a minority stake in Kind in 2017. Since early 2020, Kind has expanded its product range to include refrigerated items, chocolate, energy bars, and snack mixes, with annual sales surpassing $1.5 billion.
Kind has focused on using plant-based, nutrient-dense ingredients in its products. The company noted that the nondairy ice cream market is often filled with options that compromise on flavor, using unhealthy components to create indulgent treats. “We aimed to approach frozen desserts differently,” said Daniel Lubetzky, Kind’s founder and executive chairman, in an email. “We realized that what was missing was a product that not only tastes great but also features premium, plant-based ingredients that we can feel good about consuming.”
Entering the plant-based ice cream market will further enhance Kind’s presence in retail and place the brand in direct competition with major food corporations and emerging startups offering similar products. Notable competitors in the plant-based ice cream sector include Unilever’s Ben & Jerry’s, Danone’s So Delicious, and Nestlé’s Häagen-Dazs. Additionally, smaller brands like Nick’s, HumanCo, Eclipse Foods, and NadaMoo are making significant strides in this category.
By venturing into plant-based ice cream, Kind is tapping into a market projected to grow at an annual rate of 14.8%, reaching $1.2 billion by 2025, according to Grand View Research. The Good Food Institute reported that dollar sales for plant-based ice cream and frozen novelties soared by 20%, amounting to $435 million for the 52 weeks ending December 27, 2020. “While this category is new for us, it aligns with our consistent approach to entering new aisles — aiming to enhance people’s overall experience,” Lubetzky stated.
John Olsen, Kind Frozen’s brand manager, mentioned in an email that it took the company a year to transition from concept to product distribution. He expressed confidence that the plant-based ice cream would expand the occasions and times of day when consumers enjoy Kind’s products, moving beyond the nutrition bars that are often consumed on-the-go and in the morning. The inclusion of calcium citrate and vitamin D3 in their formulations may also attract health-conscious consumers looking for nutritious options.