Kind snacks enters breakfast category targeting on-the-go consumers

By Jenny Eagle contact

- Last updated on GMT

Kind Blueberry Almond bar. Photo: Kind.
Kind Blueberry Almond bar. Photo: Kind.

Related tags: Breakfast, Kind snacks, on-the-go

Kind, healthy snack bar brand, is entering the breakfast category for the first time with the launch of its Breakfast Bars in April, designed to appeal to the on-the-go consumer.

The pocket-sized bars, available in three flavours - Blueberry Almond, Peanut Butter and Honey Oat - in transparent packaging, are gluten free, made from oats, millet, buckwheat, amaranth and quinoa. 

Nut-free

The Honey Oat bar is the first in the Kind product portfolio not to contain nuts. 

“There’s a huge opportunity for us here in the UK to bring our expertise to the on-the-go breakfast category,” ​said ​John McManus, marketing director UK, Kind.

Research from The Grocer shows 30% of us skip breakfast because of lack of time, and we’ve created a product that is not only convenient, but delivers on health and taste. We’re excited to see our latest launch roll out nationwide from next month and it’s fantastic to have such strong support from our retail partners.” 

Digital campaign

Kind will spend more than £1.3m in digital media this year with a focus on its breakfast launch along with a marketing campaign sampling over one million breakfast bars in 2020 across major cities in the UK. 

The breakfast bars are available in single and multipack formats, across stores including Waitrose, Tesco, Ocado and Sainsbury’s for an RRP of £1.29 (single pack) and £2.99 (multipack of three).

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