Snack manufacturer Kind has entered the energy bar category with its newest product line that claims to provide sustained energy from 100% whole grains.
Using oats as its main ingredient, Kind Energy comes in three varieties: chocolate chunk, peanut butter and dark chocolate peanut butter.
Each gluten-free bar contains 10g of protein and features other whole grains such as quinoa, buckwheat, amaranth and millet.
According to Kind, each bar contains 35% less sugar than the top-selling energy bar, as the brand aims to reinvent a category that it says frequently contains higher amounts of sugars along with protein powders or artificial sweeteners.
“Since day one, Kind has been committed to balancing health and taste and adhering to our Kind Promise to craft snacks with a nutritionally dense first ingredient,” said Daniel Lubetzky, founder and executive chairman of Kind.
He added: “Kind Energy 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.”
With the introduction of Kind Energy, Kind also intends to educate people on the proper time to consume energy bars, before physical activity, as opposed to snack bars that tide you over between meals.
“Energy bars are typically higher in calories, carbohydrates and sugar and should not be eaten before being sedentary as your body won’t be challenged to metabolise the energy efficiently,” said Stephanie Csaszar, RD and nutrition expert at Kind.
The Kind Energy range is available at retailers across the US for an RRP of $1.39-$1.69 per bar.
© FoodBev Media Ltd 2021
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