KIND partners with CHOOSE LOVE charity with new pack design

Snack bar brand KIND is to launch limited-edition bars in support of the charity, CHOOSE LOVE — an organisation that provides support for refugees & displaced people around the world.

KIND has teamed up with Iranian artist Majid Adin, to design a new pack in support of the charity. The new look, which is centred around designs representing kindness and bringing people together, has been created for three of KIND’s core bar variants; Dark Chocolate Nuts & Sea Salt, Caramel Almond & Sea Salt, and Maple Pecan Almond across both single and multipack formats, and will remain on shelf for approximately eight weeks.

Through this partnership KIND will be donating £50,000 to CHOOSE LOVE. The launch of the bars will be supported with a broader 360° activation centred on kindness.

Audrey Arbeeny, UK marketing director said: “Our KIND and CHOOSE LOVE story started five years ago when we partnered with this inspiring organisation to help fund their Christmas store in Carnaby Street. This year we have taken the partnership to the next level by co-creating the KIND & Choose Love limited edition bar with the support of Iranian artist, Majid Adin. Both of our organisational values are centred on the power of kindness and love. We are grounded in the belief that small acts of kindness can change the world. We are excited to bring Choose Love’s story to our retail partners and consumers.”