The latest campaign from Kind, the maker of granola, snack bars and smoothie bowls, isn’t what consumers have come to expect: Instead of persuading people to buy its products, the brand is telling the public to pick fresh foods instead.
Why? Because the latter option is healthier than the former, and a company that purports to be a champion of nutrition and transparency shouldn’t claim otherwise.
“We’re encouraging people to prioritize eating whole, fresh fruits, vegetables and nuts over all packaged products, including our own,” said Russell Stokes, CEO of Kind North America.
To help get its point across, Kind will stop selling packaged snack bars on its website during the first two days of March.
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