US snacks firm Kind launches first kids-focused line - Just Food
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US snacks firm Kind launches first kids-focused line

14 Mar 2017

US snacks group Kind has developed its first product targeted at children.

US snacks firm Kind launches first kids-focused line

US snacks group Kind has developed its first product targeted at children.

The company is launching Kind Fruit Bites this summer. It said the new product contains “only fruit and zero added sugars” and would help children eat more fruit.

“According to the 2015-2020 Dietary Guidelines for Americans, average intakes of fruit are below recommendations for almost all age groups. Fruit Bites provide an easy way to incorporate more fruit into your diet,” Kind said.

The Fruit Bites, which Kind said will be available “at retailers nationwide” are to come in three flavours – Strawberry Cherry Apple, Mango Pineapple Apple, Cherry Apple.

Privately-owned Kind was set up in 2004 and is still owned by founder Daniel Lubetzky. The company is held up as an example of a fledgling brand that has successfully ridden the wave of changing consumer trends in the US and carved out a foothold in a market previously dominated by bigger, well-established competitors.

“Kind snack bars have risen to an 8% market share from practically nothing in 2011,” analysts at US investment bank Sanford Bernstein wrote in a report published last May entitled Has US Food lost that growing feeling? – Why volumes could worsen.