Since its founding in 2004, KIND has been on a mission to make the world a little kinder one snack and one act at a time. KIND was born out of their founder’s desire to create a snack that was delicious and nutritious, wholesome and convenient. What began as a line of premium Fruit and Nut bars sparked the creation of an entirely new healthier snacking category. Today, KIND has a family of snacks that offer solutions for a variety of different occasions, inspiring consumers to “LIVE KIND. every day.®”
CF: How is KIND changing the food system?
Since its founding in 2004, KIND has been on a mission to make the world a little kinder one snack and one act at a time. KIND was born out of its founder’s desire to create a snack that was healthy and tasty, wholesome and convenient. What began as a line of premium Fruit & Nut bars sparked the creation of an entirely new healthier snacking category, and today KIND has a family of snacks.
Its recipes include nutrient-dense, simple and premium ingredients like whole nuts, whole grains and fruit. All of its snacks are gluten free and do not contain genetically engineered or artificial ingredients.
CF: What do you consider when sourcing ingredients?
We work closely with our suppliers to ensure all of our ingredients are sourced with high ethical standards and are reflective of KIND’s brand values.
CF: How are you defending the healthy claim on your products and challenging the FDA’s regulatory standard?
Last year, KIND found itself at the center of a national media debate following a letter from the FDA requesting adjustments to the labeling of its bars. Most notably, the letter asked the company to remove healthy from the back wrappers of four of its bars, stating that its use of the term was in violation of a regulation.
In December 2015, KIND with support from some of the world’s foremost experts in nutrition, public health and public policy, filed a Citizen Petition respectfully urging the FDA to update its regulations around the term healthy when used as a nutrient content claim in food labeling. The company hopes that by asking the FDA to align food labeling regulations with current nutrition science and federal dietary guidelines, we can help people better identify the types of foods recommended as part of a healthy diet.
Currently, the FDA’s standard prevents foods that are generally considered to be good for you – like almonds, avocados and salmon – from using the term healthy as a nutrient content claim because of the foods’ inherent fat content. However, there is strong evidence pointing to the nutrition benefits of consuming foods high in unsaturated fat, including nuts.
KIND is proud to share that this year the FDA reversed its stance and affirmed KIND can use healthy on its wrappers again – just as they had it before.
CF: What is the KIND Movement and why is it an important part of the company?
From the foods KIND makes to the way they work, live and give back, their focus is on making the world a little kinder, one snack and act at a time. One simple belief underpins it all: There’s more to business than just profit.
This belief inspired the company to start the KIND Movement – its mission to spread and celebrate kindness. KIND’s commitment to the Movement stems from its founder, Daniel Lubetzky, whose father survived the Holocaust thanks to several acts of kindness. He named the company KIND because it’s a human attribute we can all aspire to.
KIND has recently taken this commitment to a new level through the creation of The KIND Foundation, which aims to improve the way people live, eat, and relate to one another.
CF: Where can we find more information about KIND?
You can learn more information about KIND at www.kindsnacks.com.
Brittany Barton is the creative behind SparkleKitchen.com. She offers real food recipes, sustainable living guidance and inspiration for others to become more sparkly versions of themselves.
The Change Food Fest “Growing the Good Food Movement” will take place in New York City on November 12 and 13, 2016. We will explore and celebrate change happening in the food system. Rather than simply talk about problems, we will actively look at solutions that are leading us to the sustainable food system we wish to see. Our focus will be on both real and visionary change and will include an exploration into seafood, plant based vs meat diets, possible impacts of new businesses and investment money coming into the food space – and much more. Join us – #CFFest2016! You can purchase a ticket or host a viewing party of the live webcast in your local community.