This case study on Kind Snacks forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the US cereal bar brand has achieved success by producing bars that have a strong ethical and health positioning.
Reasons to Purchase
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Report Table of Contents:
DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
The health trend offers the potential to boost the cereal bar category in the US
The US cereal bar sector is the smallest confectionery category but has good growth potential
Manufacturers are attempting to increase demand in cereal bars with new launches that offer a range of health claims
Kind Snacks presents an innovative approach to marketing a responsible company with a health and ethically focused product
Kind Snacks was founded in 2004 to provide healthy snacks that are ""kind to your body, your taste buds, and the world""
The company's Kinded card helps boost the brand's ethical image and its differentiation from others by rewarding random acts of kindness
Kind Snacks is owned by PeaceWorks, which has a strategy of undertaking responsible business practices, an aspect increasingly sought by consumers
Kind Snacks cereal bars are designed to be healthier than the competition and thereby embrace the health trend
Kind Fruit + Nut Bars are marketed as tasty and healthy snacks
The company has embraced the functional food trend by launching a range of bars that have functional claims
The company has promoted research that suggests that healthy snacks can help aid weight loss and fertility
Kind Snacks' Starbucks distribution deal offers it the potential to enhance sales of its products dramatically
Conclusion
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: US confectionery market by sector ($m), 2008-13
Table 2: Leading brands in the US cereal bar category, ($m) 2008
Table 3: Leading claims in US cereal bar launches, October 2007-09
List of Figures
Figure 1: Cereal bar launches in the US have remained high for a number of years
Figure 2: Kind Snacks aims to enhance its image as a responsible, ethical business through its Kinded card initiative
Figure 3: Many Americans are ethically-minded consumers
Figure 4: Kind Snacks' range of cereal bars have a health and functional food focus
Figure 5: A significant proportion of consumers remain unconvinced that health foods can be enjoyable
Figure 6: Functional drinks have been launched in the US in large numbers in recent years
Figure 7: Functional foods are well regarded by Americans
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