KIND Challenges Competitors with Taste Tests

Posted on by Patty Odell

KIND Healthy Snacks is on the move, sampling a new line of protein bars that it touts is made with “real food.”

The field team is hosting events in New York, Chicago, Miami, Seattle and other major cities through the weekend. The KIND Protein line is being sampled in taste tests alongside some of the largest protein bar brands on the market.

KIND Protein bars
One of the new KIND Protein bars

“Our hope is for people to realize that a protein bar can and should taste good,” Stephanie Perruzza, health and wellness specialist at KIND Snacks, says.

The live events come of the heels of an online taste comparison. The first 10,000 participants that opted-in at www.kindsnacks.com/protein got a sample KIND Protein bar and the chance to compare the bar to another of their choice. The 10,000 bars were gone within three hours of the launch.

The promotion was marketed to the brand’s community through its online communication channels and was also shared through various broadcast and online channels, as well through YouTube, Twitter, Instagram and Facebook.

The campaign is designed is to set Kind Protein apart from competitive bars made with sugar alcohols, artificial sweeteners and/or protein isolates, she says.

“We’re so certain that KIND Protein wins on taste that we’re inviting people who are fans of competitor products to not only receive a bar of their choice, but also a free sample of ours,” says Drew Nannis, Vice President of Integrated Communications at KIND. “We know a bar with a majority of the protein coming from nuts tastes great; we’re willing to do just about anything to share that with as many people as possible.”

The protein bar category has traditionally under-indexed on delivering tasty options. Over the past year, there were 64 million Google search results related to protein and taste. Within this, “best tasting protein bars” is the No. 8 rising search query in the entire protein category, up 70% in 2017, Kind says.

Related articles:

Enjoy Life Foods Goes Product Sampling in a Yellow School Bus

The 2018 Marketing Trends You Need to Know

More

Related Posts

Chief Marketer Videos

by Chief Marketer Staff

In our latest Marketers on Fire LinkedIn Live, Anywhere Real Estate CMO Esther-Mireya Tejeda discusses consumer targeting strategies, the evolution of the CMO role and advice for aspiring C-suite marketers.

	
        

Call for entries now open

Pro
Awards 2023

Click here to view the 2023 Winners
	
        

2023 LIST ANNOUNCED

CM 200

 

Click here to view the 2023 winners!