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KIND Introduces KIND KIDS™ Bars With A Promise: Kids Will Love Them or Parents Will Get Their Money Back

The bars, which contain 25% less sugar than the leading kids granola bar, hit shelves as new survey data reveals parents' and Registered Dietitians' focus on sugar


NEW YORK (August 1, 2018) – This back-to-school season KIND Healthy Snacks (KIND) introduces a line of KIND KIDS™ chewy granola bars in flavors kids will love and with ingredients parents can trust. The gluten free bars have 25% less sugar than the leading kids granola bar1; 100% whole grains; and do not contain any artificial flavors, colors, preservatives or genetically engineered ingredients. Parents are invited to try KIND KIDS™ as a lunchbox snack, and if their kid sends home one of the bars uneaten, they will get their money back.  

The money back offer2 comes as parents struggle to get their kids to embrace healthy eating. According to a new survey fielded by KIND3, more than 1/3 of parents said that finding healthy options that their kids will eat is the most stressful thing about packing lunch, and almost half (48%) said that their child brings home a healthy snack from their lunch at least once a week.

"We know how hard it is for parents to find healthy options that their kids will actually eat. That's why, when crafting KIND KIDS™, we intentionally balanced nutritious ingredients with delicious flavor to ensure the bars would be a lunchbox win for everyone," said Jon Lesser, Vice President of Marketing at KIND. "If we're wrong and kids don't love the taste, we'll give parents their money back."

The survey also revealed parents' growing concerns about the amount of sugar their kids are consuming. Takeaways included:

As parents gear up for another school year, they aren't the only ones with sugar and artificial ingredients top of mind. In a separate survey4 of U.S.-based Registered Dietitians (RDs) who belong to KIND's Nutrition Collective:

"Kids snacks often emphasize flavor but lack nutrient density and ingredient variety. With KIND KIDS™, we set out to create something different," said Stephanie Perruzza, Registered Dietitian and Health & Wellness Associate Manager at KIND. "We crafted the bars to have less sugar than the leading kids granola bar in order to meet health-conscious parents' needs, but we were careful not to sacrifice taste. We were also thoughtful about the ingredient composition; the whole grain blend of oats, sorghum and quinoa provides more than ½ serving of 100% whole grains and allows parents to introduce new textures, flavors and ingredients to picky eaters. The goal is to help kids realize that healthy foods can also be delicious." 

KIND KIDS™ bars come in three flavors: Chocolate Chip; Peanut Butter Chocolate Chip; and Honey Oat. They are available at retailers nationwide for a suggested retail price of $3.99/six-pack. To learn more about the product, visit, and to learn more about the money back offer visit

About KIND Healthy Snacks

Since 2004, KIND has been on a mission to make the world a little kinder one snack and 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 a new healthier snacking category. Today, KIND has a family of more than 70 snacks that offer solutions for a variety of occasions.

Its recipes use nutrient-dense, premium ingredients like nuts, seeds, whole grains and fruit, which are recommended for a healthy diet. All snacks are gluten free, do not contain genetically engineered ingredients and are not sweetened with sugar alcohols or artificial sweeteners.

Kindness has always been at the core of its business. KIND was founded with a social mission, the KIND Movement, which celebrates and inspires kindness. Today, the Movement is brought to life through the brand and The KIND Foundation. To learn more about KIND and to join our Movement, visit

1 The leading kids granola bar contains 7g of sugar per 24 gram bar. KIND KIDS™ contains 5g of sugar per 23 gram bar. 

2 Purchase must be made between 8/1/2018 and 10/31/2018. Refund request must be received by 11/30/2018. Limit one refund (up to $5.00) per household. Offer valid in the USA for individual consumers 18+. Offer valid only on an in-store purchase of a 6-pack or 10-pack of KIND KIDS™ Bars. Original proof of purchase required.

3 Poll was conducted on July 12, 2018 among a national sample of 1,001 parents with children ages 5-12. Results have a margin of error +/-3%.

4 Poll was conducted from July 16-20, 2018 among a U.S. sample of 346 registered dietitians. The dietitians are part of KIND's network of registered dietitians (called the "Nutrition Collective") and received this survey through an e-newsletter. There was no obligation to participate.

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Contact: Ashley Herendeen
Director of Integrated Communications
O: (212) 616-3006, ext. 208