Healthy snack bar brand Kind is to enter the breakfast category this April with a new breakfast bar.
Available in single and multipack formats from 1 April, Kind Breakfast bars will be available in three variants: Blueberry Almond; Peanut Butter; and Honey Oat. All the bars are gluten free and high in fibre. Each bar is soft-baked and features a base of five whole grains: oats; millet; buckwheat; amaranth; and quinoa. The Honey Oat bar is the first in the Kind product portfolio not to contain nuts.
The handy pocket-sized format and transparent packaging have been designed to appeal to the consumer looking for a healthy, on-the-go breakfast option. Each 50g pack contains two bars.
UK marketing director John McManus said: “We know there’s a huge opportunity for us here in the UK to bring our expertise to the on-the-go breakfast category. Research shows that 30% of us skip breakfast because of lack of time, and we’ve created a premium product that is not only convenient, but delivers on health and taste, too. We’re really excited to see our latest launch roll out nationwide from next month.”
Kind will spend £1.3m in digital media this year with a dedicated focus on the Kind breakfast launch, along with a robust field marketing campaign which will see Kind sampling more than one million breakfast bars across the UK.
Singles packs have an rrp of £1.29, while multipacks of three have an rrp of £2.99.