Fruit and nut bar maker KIND is the fastest-growing brand in L2’s Digital IQ Index: Food, highlighting the broader trend towards health-focused snacks.
Starting from a small base, KIND has more than doubled its sales each year for the past five years, far surpassing the growth of peers like Wonderful and Clif Bar. The brand is also a bestseller on Amazon, despite a recent dispute with the FDA over the use of the term “healthy” on its packaging.
The secret to KIND’s success seems to be a combination of marketing acumen and digital savvy. With clear wrappers and “ingredients you can pronounce” like fruit and nuts, the bars visually reflect consumers’ increased desire for transparency. KIND backs up its marketing efforts with a solid distribution strategy, paying attention to e-tailers as well as brick-and-mortar stores. The brand achieves a rank of Gifted in L2’s study for its consistently strong e-tailer product pages. For example, bars sold on Amazon have thousands of reviews, subscribe and save options, videos, and detailed descriptions – a wealth of information that may have helped the brand attain its coveted bestseller status. The KIND site also offers DTC e-commerce options including a subscription discount plan. As e-commerce accounts for a growing percentage of grocery sales, KIND may have discovered a winning strategy.