Why Kind Dumped 45,000 Pounds of Sugar, and Sculpted Children Out of It, in Times Square Today

The snack brand makes a statement about children's eating habits

Anybody who passed through Times Square this morning likely noticed a giant mound of sugar and an array of children sculpted of the sweetener. Kind, the company that makes the all-natural fruit and nut bar, is behind the stunt. To make a statement about the amount of sugar children consume, Kind put 45,485 pounds of it—a 20-foot tall, 30-foot wide pile to be exact—smack dab in the middle of Times Square. 

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@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.