New York City-headquartered KIND Healthy Snacks has introduced KIND Frozen Smoothie Bowl breakfast snacks in four varieties: Almond + Mango Pineapple Passion Fruit; Almond + Triple Berry Açaí; Almond + Chocolate Banana; and Almond + Peach Kiwi Greens.
The new product range addresses the growing $3.7 billion frozen breakfast category in the United States, which has increased 7% year-over year. While the frozen food breakfast aisle has been dominated by refined flours and animal proteins, KIND is positioning its offerings in better-for-you segment of the market.
KIND Frozen Smoothie Bowls feature a fruit and almond milk base topped with creamy nut butter and crunchy granola. With no more than 9 grams of added sugar and containing 7 to 8 grams protein, the bowls are ready to consume straight from the freezer.
“Since day one, we have been committed to upholding our brand promise of creating innovative, premium foods that are both healthy and tasty,” said Daniel Lubetzky, the company’s founder and executive chairman. “While this category is new for us, it’s consistent with how we’ve always entered new aisles – with an eye to elevate people’s overall experience, while adhering to our KIND Promise.”
The Smoothie Bowls are positioned to build on the success of an existing at-home breakfast offering: KIND Granola. In 2020, its sales grew 22%, outpacing the category by 4%, and gained the most market share. Also brought out was a new sub-line, KIND Probiotic Clusters, and bulk pack sizes were developed for Peanut Butter Whole Grain Clusters and Oats & Honey Granola with Toasted Coconut.
Given that 85% of breakfast occasions now take place in the home, according to NPD Group/CREST figures, KIND’s Smoothie Bowls provide more options for the increasingly homebound consumer.
“While we’re best-known for nutrition bars most often consumed while on the go, we’re continuing to prioritize innovation that cuts across categories and day-parts,” said Lubetzky. “We’ve all been told that breakfast is the most important meal of the day, and the KIND Promise plays well within this evolving category where yogurt, smoothies, granola and other better-for you-options have come into favor with increasingly health-conscious consumers.”
