Of all the things she appreciates about her employer, KIND Snacks, executive Beth Jarocki is especially proud of the snack-bar brand’s non-negotiable stance when it comes to sourcing.
Jarocki – KIND’s chief customer officer – noted that the brand’s typical product “is made with simple ingredients, leading with a nutritionally dense first ingredient. It’s stuff you can pronounce. You feel good giving it to your friends and family.”
Not long ago, the brand launched KIND Protein MAX bars with 20g of protein and 1g of total sugar. According to Jarocki, that product was so well-received in convenience stores that KIND will launch it nationally in 2025 in all retail channels.
“One of the insights we received from consumers is a lot of them don’t like these processed ‘slab’ bars (where) all the ingredients are kind of churned together,” Jarocki noted.
“And consumers are saying ‘I need more protein; that’s the fuel I need,” she added. The Protein MAX bars “have a little bit of indulgence, as well.”
That’s the mission of snack manufacturers as 2025 looms: offer healthier-for-you food … packed with protein … low on sugar … that tastes great and features bold, unique flavors. It goes without saying, that isn’t easy.
“Better-for-you: that’s where a lot of the growth is happening,” Jarocki said. “Zero-added sugar. … And one of the things (consumers) are saying is they’re looking for more fresh, unprocessed foods. So that simple ingredient line is really important to them.
“Ethnic flavors – spicier flavors – are also popping,” the KIND executive added. “It’s one of the insights that led us to launch our savory line. Because people are saying ‘I don’t always want a sweet bar; I want something different.’
“Especially as we try to attract more men into the category, the savory line should be resonating with them.”
Feedback like that helped inspire products like KIND’s Roasted Jalapeno Almond bar, an item that checks multiple boxes for modern shoppers.
KIND has long appealed to Gen X and Millennial parents, and now hopes to reel in the frequent snackers among Gen Z. In September, the brand named Daniel Calderoni as CEO of KIND North America.
Now, the 20-year-old brand’s goals are clear:
- understand consumers’ “need state” and innovate accordingly
- reinvest in the core business and brand, including brand imagery, brand strategy, and brand media
- work toward doubling KIND’s business in the C-store channel over the next 3-5 years
Pandemic-era trends toward “permissible indulgence” aren’t going anywhere, according to Jarocki, as consumers continue to buy snack bars that feature a “little chocolate at the end that makes me happy.”
The KIND Snacks executive also remains convinced that consumers’ general interest in health and wellness is here to stay. Shoppers, she added, want to make sure they can feel good about the snacks they consume, that they provide them with an energy boost and functional benefits like protein.
“Processed foods are getting a really bad rap,” Jarocki said. “Products with a lot of added sugar are getting a bad rap. The consumer’s getting smarter, and I don’t think that’s going to go away.”
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