KIND balances products with purpose

This event report reveals how KIND, the snack manufacturer, has balanced its focus on delivering great products with an underlying purpose of encouraging acts of generosity and altruism among consumers.

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...

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