Kind (company)

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KIND LLC
KIND Healthy Snacks
Private
Industry Snack Foods
Founded 2004
Founder Daniel Lubetzky
Headquarters New York, NY, U.S.
Products Snack Bars, Granola Bars, Granola
Website www.kindsnacks.com
A STRONG & KIND hickory smoked almond protein bar

Kind LLC, stylized as KIND LLC and sometimes referred to as KIND Snacks or KIND Healthy Snacks, is a healthy foods company based in New York City, New York. It was founded in 2004 by Daniel Lubetzky.[1] The company manufactures seven product lines made from whole ingredients.

Company culture[edit]

The company now has nearly five hundred employees. [2]

Products: Snack bars, granola bars, granola[edit]

KIND currently offers eight lines: KIND Fruit & Nut, KIND PLUS, KIND Nuts & Spices, KIND Healthy Grains Bars, KIND Healthy Grains Clusters, STRONG & KIND, KIND Breakfast and Pressed by KIND.

In 2008, KIND launched KIND PLUS, a line of whole nut and fruit bars with nutrients like fiber and antioxidants.

In 2010, KIND launched smaller portioned, 100 calorie-range KIND minis. In 2011, KIND launched a line of KIND Healthy Grains Clusters granola, made from a blend of five super grains. In 2012, KIND brought in KIND Nuts & Spices, made with whole nuts flavored with spices that contain 5g of sugar or less per bar. In 2013, KIND launched a line of KIND Healthy Grains granola bars. In 2014, KIND launched its first savory snack line, STRONG & KIND, which has 10 grams of soy-and-whey free protein.[3] KIND also launched KIND Breakfast in 2016.

In 2016, at the Natural Products Expo West trade show, KIND announced an extension to their Nuts & Spices and Fruit & Nut lines, to now include Dark Chocolate Almond & Mint.[4]

Nutrition facts[edit]

All KIND snacks are gluten-free, made from whole ingredients and low in sodium. Currently, their KIND Healthy Grains and KIND Healthy Grains Clusters are certified by the NON-GMO Project;[5]

All KIND bars range between 180-210 calories and have healthy fats and protein. The KIND Healthy Grains bars are 140-150 calories with 18 grams or more of whole grains per bar. STRONG & KIND bars are all 230 calories each with 10 grams of protein. [6][7]

The FDA submitted a warning letter to the company in April 2015, which stated that four of its products did not meet the requirements to be labeled as “healthy.”[8] The KIND bars specified by the FDA were: Kind Fruit & Nut Almond & Apricot, Kind Fruit & Nut Almond & Coconut, Kind Plus Peanut Butter Dark Chocolate + Protein, and Kind Plus Dark Chocolate Cherry Cashew + Antioxidants.[9]

In December 2015, KIND filed a Citizen Petition asking the FDA to update its regulations around the term healthy when used as a nutrient content claim in food labeling.[10] The petition requests a better alignment between food labeling regulations and both the latest nutrition science and federal dietary guidelines. The petition includes support from public health experts, public policy experts and nutritionists.[10]

In May 2016, the FDA reversed its position, allowing KIND to use the term 'healthy' on its labels. The FDA told KIND that it could return to the original language of its wrappers which stated that its products are “healthy and tasty, convenient and wholesome, economically sustainable and socially impactful.”[11]

History[edit]

Company founder Daniel Lubetzky founded KIND in 2004.[12][13] KIND reached one million dollars of sales in the first year.

In 2008, private equity firm VMG Partners invested in KIND.[14] The investment enabled the company to scale its sampling efforts to get more people to try KIND bars. When VMG got involved, KIND bars were only sold in 20,000 locations and Lubetzky’s sampling budget was $800.[15] By 2009, that budget was $800,000 and offering free samples became a large part of the KIND marketing plan.[14] In 2014, Lubetzky bought out all of VMG’s shares.[16]

Today, KIND Bars are sold at more than 150,000 stores in the United States.[17] In 2014, they sold over 458 million bars and granola pouches, almost doubling the sales of 2013.[18]

KIND movement[edit]

Through the KIND Movement, KIND wants to create a thriving community of people who choose kindness and make kindness a state of mind. In the spirit of this movement, in 2009, KIND launched Do the KIND Thing, an evolving platform that empowers people to turn KIND acts into support for causes.[19] The KIND Movement includes KIND acts, #kindawesome cards, and KIND Causes. To date, KIND has performed, facilitated and celebrated over 1 million KIND acts and has been recognized by Time magazine as a "New Way to Make a Difference".[20]

Awards[edit]

Since its inception, KIND has received a number of awards and distinctions from both media and the natural foods industry, including the following:

  • Prevention Magazine – "Healthiest Packaged Foods of 2011"[21]
  • Men's Health – "Best Breakfast Bar 2010: KIND Plus Almond Cashew + Flax (Omega-3)"[22]
  • Women's Health – "Best Snack for Women: KIND Fruit & Nut bars"[23]
  • Entrepreneur of 2010 – "Entrepreneneur of the Year 2010"[24]
  • Woman's Day – "Best New ‘Pom’ Product: KIND PLUS Pomegranate Blueberry Pistachio + Antioxidants"
  • Family Circle – "Top Healthy Snack" KIND Almond Cashew + Flax (Omega-3)'
  • Natural Products Expo East 6th Annual New Products Showcase Awards – "Best New Food Product of the Year"[25]
  • National Association of Specialty Food Trade – "Outstanding Snack Food Top 4 Finalist"[26]
  • Progressive Grocer – "Editor’s Picks"[27]
  • Health Magazine – "Best Snack Bar"
  • Good Housekeeping – "100 Best Convenience Foods"[28]
  • Whole Foods Magazine – "Best Snack Bar"

References[edit]

  1. ^ Ready, Lauren. "The amazing story behind that KIND bar you're eating". USA Today. Retrieved 12 January 2016. 
  2. ^ "The amazing story behind that kind bar you are eating, 2015". USA Today. Retrieved April 13, 2015. 
  3. ^ "KIND Introduces STRONG & KIND Savory Snacks". Natural Products Insider. Retrieved 12 January 2016. 
  4. ^ "Nutrition Bar Update". Nutritionaloutlook.com. Retrieved 14 April 2016. 
  5. ^ "KIND Healthy Snacks". NON-GMO Project. 2015-01-01. 
  6. ^ "KIND Nutrition". Calorie Count. Retrieved 3 February 2016. 
  7. ^ "KIND Snacks". Fat Secrets. Retrieved 3 February 2016. 
  8. ^ Wheeler, Lydia. "FDA tells KINDSnacks to remove 'healthy' from label". The Hill. Retrieved 16 April 2015. 
  9. ^ LUPKIN, SYDNEY. "Some KIND Bars Not So Healthy, FDA Says". ABC News. Retrieved 16 April 2015. 
  10. ^ a b "KIND Healthy Snacks files petition to change FDA's definition of 'healthy'". IFT. Retrieved 3 February 2016. 
  11. ^ Kowitt, Beth (10 May 2016). "In Reversal, the FDA Says 'Healthy' Can Return to Kind Bar Packaging". Fortune. Retrieved 10 May 2016. But it seems the FDA has had a change of heart. In an email seen by Fortune, the FDA has said that the company can return the original language to Kind Bar packaging that says its products are “healthy and tasty, convenient and wholesome, economically sustainable and socially impactful.” It was that reference to “healthy” that the agency took issue with. 
  12. ^ "The Way I Work: Daniel Lubetzky of KIND". Inc. Magazine. 2010-01-12. 
  13. ^ "Holding fast to a mission, even now". Crain's New York Business. 2008-12-15. 
  14. ^ a b Fairchild, Caroline. "Why Kind bars are suddenly everywhere". Fortune. Retrieved 3 July 2016. 
  15. ^ Bond, Shannon. "An appetite for the greater good". Financial Times. Retrieved 3 July 2016. 
  16. ^ Best, Dean. "How Kind aims to continue growth". Just Food. Retrieved 3 July 2016. 
  17. ^ Kind Healthy Snacks Goes From Small to Big." Bloomberg Business. 2013-02-21.
  18. ^ Friedman, Gabe. "How a Holocaust legacy helped launch the Kind bar brand". Jewish Telegraphic Agency. Retrieved 20 January 2016. 
  19. ^ "Depending on the KIND-ness of Strangers". The New York Times. 2010-06-12. 
  20. ^ Caplan, Jeremy (2009-09-10). "New Ways to Make a Difference". Time. 
  21. ^ "Healthiest Packaged Foods 2011". Prevention Magazine. February 2011. 
  22. ^ "2010 Men's Health Nutrition Awards: Best Breakfast Bar". Men's Health Magazine. October 2010. 
  23. ^ "125 Best Packaged Foods for Women". Women's Health. October 2010. 
  24. ^ "The Envelope Please... The Entrepreneur of 2010 Awards". Entrepreneur Magazine. January 2011. 
  25. ^ "KIND Mango Macadamia wins Best New Product Natural Product Expo East". KIND Healthy Snacks News Release. 2008-10-21. 
  26. ^ "NAFST 2006 Product Awards Competition" (PDF). SpecialtyFood.com. 2006-06-23. 
  27. ^ "Editor's Picks 2009". Progressive Grocer. 2009-10-01. 
  28. ^ "100 Best Convenience Foods". Good Housekeeping. 2009-02-01. 

External links[edit]