KIND Plus Nutrition Bar Named
“Best New Product” at Natural Products Expo East

– KIND Plus “Mango Macadamia” Singled Out for Top Prize –
– KIND Plus Available Nationwide –

October 21, 2008 (New York, NY) – While thousands of food products were showcased at the Natural Products Expo East this past weekend at the Boston Convention & Exhibition Center, only one came away with the title of “Best New Product”: KIND Plus. The Mango Macadamia flavor of KIND Plus – the first new line of products since the launch of PeaceWorks’ original KIND Fruit + Nut Bars – was singled out at the massive tradeshow’s New Product Showcase as the best new food item. The contest was sponsored and officiated by the Natural Products Association and The Natural Foods Merchandiser magazine.

“Considering how many products were under consideration, we’re both thrilled and humbled,” said Daniel Lubetzky, Founder and CEO of PeaceWorks Holdings, the makers of KIND Fruit + Nut Bars.  “It’s an incredible honor to have industry leaders single out a KIND Snack as the best new food product at a show as large as Expo East.”

In addition to trade show awards, KIND’s growth and appeal has been recognized by leaders in the grocery industry through the press. In August, the food writers at The Philadelphia Inquirer proclaimed KIND “our favorite bars”, and a September story profiling KIND in the San Antonio Express-News, cited high praise from Yvan Cournoyer, category manager for H-E-B:

“Last year, it was one of the best sellers for the H-E-B stores that had it. So at the beginning of 2008, we made a strategic decision to bring it to the vast majority.” KIND bars went into 125 H-E-B stores in July. Within the chain, that puts it in the same league as PowerBar and Clif Bar, among the highest profile energy bars in the industry.  “So in a few short years, it went from being this obscure product to mainstream,” Cournoyer said. “It’s a very sought after energy bar that tastes great and is very healthy for you. At the same time, there’s a great story behind the KIND company.”

Introducing six new distinctive flavors like Cranberry & Almond, Almond & Cashew, and Passion Fruit Macadamia, KIND Plus brings enhanced nutrition to the delicious taste consumers have come to expect from KIND by adding targeted supplements like calcium, antioxidants, protein, and Omega-3. Loyal fans of KIND will quickly recognize the new bars since KIND Plus is made with all-natural ingredients you can see and pronounce, and bursting with flavor and freshness, just like the original line of KIND Fruit+Nut Bars.

Since the start of 2008, KIND has expanded its sales locations by over five thousand in the United States, bringing the total number of retail locations to over 20,000 stores nationwide.  KIND is presently sold in nearly every major retail and grocery chain in the United States including 7-11, Albertson’s, A&P, Duane Reade, GNC, Kroger, Meijer, Publix, Safeway, Shaw’s, Trader Joe’s, Wal-Mart, Whole Foods, Wild Oats, and Vitamin Shoppe.

Media Contact:
Phil Walotsky
(212) 616-3006 x210
philip@peaceworks.net

Sales Contact:
Rami Leshem
(212) 616-3006 x108
rami@peaceworks.net

About KIND Fruit+Nut Bars

KIND is an award-winning brand of all-natural fruit and nut bars made by Peaceworks, a “not-only-for-profit” gourmet and healthy foods company based out of New York, NY. Since its launch in 2004, KIND’s handmade bars have quickly ascended the ranks of the nutrition bar category to become one of the Top 4 selling brands in natural food stores across the United States, according to SPINS Market Data. Available in over 20,000 locations in every state in the U.S., KIND offers a delicious, wholesome, and healthy alternative to the mash-up energy bars largely composed of emulsified fillers like high-fructose corn syrup and hydrogenated oils. Among other high praise and awards, KIND won Health Magazine’s “Snack of the Year” in 2005. Learn more about KIND by visiting us online at www.kindsnacks.com.