Experiential Marketing

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Kind's eye-opening display launches anti-coloring crusade

Colorful liquid in giant test tubes are on display in New Yorks Herald Square — The activation comes after Kind Fruit Bites were discontinued, reportedly due to consumer preference for artificially colored snacks.Kind

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How do you turn a retail failure into a branded crusade?

For Kind, the answer is in the discontinuation of its Kind Fruit Bites, which the company blames on a consumer preference for artificially colored gummy-like treats. “After just two years in the market,” Kind announced in a statement, “the company has decided to remove the product from shelves as kids regretfully prefer to eat fruit snacks that resembled candy gems versus the dried, whole fruit that Kind uses in its products.”

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