US snack bar maker Kind is entering into the fruit snacks category with the launch of its fruit bites range.
The product line, which contains only fruit and no added sugar, aims to disrupt a category that Kind believes has been swamped with products high in sugar.
Kind fruit bites do not contain any juices, purees, concentrates, preservatives or genetically-engineered ingredients. Each snack has only three ingredients or less, and is made with only real fruit, like cherries, apples and mangos. Each pouch provides one full serving of fruit.
The entrance comes as the American Heart Association warns of the alarmingly high sugar consumption among US children.
In an effort to kick-start its product launch, Kind today unveiled an installation depicting 45,485 pounds of sugar. Located in Times Square for one day only, the installation serves as a visual representation of the amount of added sugar children in the US are eating every five minutes.
Kind CEO Daniel Lubetzky said: “Since day one, Kind has been committed to balancing health and taste, and our Kind Promise has centred on crafting snacks with a nutritionally-dense first ingredient.
“Kind fruit bites honours this promise, and is consistent with how we’ve always entered categories – with an eye toward disruption and a goal of elevating people’s overall experience.”
Health and wellness specialist at Kind, Stephanie Perruzza, added: “While the general public’s understanding of nutrition has become increasingly sophisticated, an opportunity still exists to educate on added sugars.
“This is especially true in categories like fruit snacks, where people understandably assume that their snack is made predominantly of wholesome ingredients, such as fruit.”
“We saw our entrance into the children’s snack space as an appropriate time to use our voice for good, to help people understand how much added sugar kids are eating every day.”
Kind fruit bites are now available at retailers across the US with a suggested retail price of $4.99 per five-pack box.
© FoodBev Media Ltd 2019
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