KIND balances products with purpose
Stephen WhitesideWarc
Sometimes brands do good just because good is, well, good. And part of that goodness is a lack of concern about whether this purpose is the primary point of connection with consumers.
Case in point: KIND snacks and granola bars made from whole nuts, fruits and grains – natural specialities in a competitive set full of artificial elements and sugar.
"Ninety-nine percent of the people that have tried KIND bars – or maybe 90% – don't even know about our social mission," admitted Daniel Lubetzky, KIND's Founder/CEO, who suggested the appeal of...