What makes us Kind. THINK BOOK
MARCH 2013
Your eyeballs are stunning.
Kindness is a choice. Sometimes it’s automatic. Smiling at a child, for example. Most often though, it depends on a little internal dialogue, such as, “Hmmmmm... what would Oprah do?” If, however, one is reminded how easy the choice can be and how good it can feel, choosing kindness becomes a no-brainer. And that’s where we come in.
We are Kind. From the healthy snacks and foods we make, to the way we work, live and give back, we are focused on making the world a little kinder. (With little to no arm twisting at all.) We call this the Kind Movement, which has inspired several-hundred-thousand unexpected acts of kindness (Kindings) around the world.
Talk about the power in a name.
Although nothing drives us like inspiring people to be kind to one another, it’s only one-third of the Kind equation. After all, we are a healthy snack food company that truly stands apart from the competition. Our motto says it all:
do the kind thing for your body, your taste buds, & your world ®
For any other company it would be a lot to ask, but we work hard to make sure all three are simple to accomplish.
Plus, we always make sure to say “please” and “thank you.”
Rome wasn’t built in a day, month or year.
Our founder, Daniel Lubetzky, began with a more personal story. Daniel’s father survived the holocaust thanks to several acts of kindness. Hearing first-hand stories from his father inspired Daniel to develop sustainable, sociallydriven companies that better our world. With success, came a much busier schedule and a growing frustration over the lack of healthy, tasty and convenient snack choices to fuel his busy lifestyle. This, coupled with concern about the rising obesity and diabetic epidemic in America, ultimately drove Daniel to launch Kind in 2003. Like Daniel, our customers seek a healthier lifestyle and a better world. We simply provide the tools to get the ball rolling.
Hence, the snowball effect.
85
Kind has become one of the fastest growing natural food brands around. In fact, we are the fastest growing brand in our category, and we’re continuing to expand into new healthy snack segments every year.
And when it comes to loyalty, we’ve done a great job at keeping the friends we’ve made.
54
%
of those who try Kind become loyal consumers.
% of those people refer us to their friends.
Voodoo?
Hypnosis?
Blackmail? What could be driving this success?
Our brAND philosophy. Daniel has always believed in challenging false compromises by replacing the word “or” with the word “and.” In fact, a favorite Danielism is, “Have your eggs and eat it too.” Eggs, cake... the important thing here is the power of “and.”
It has allowed us to bring together ideas that might not otherwise seem possible. For example, “healthy and tasty,” “convenient and wholesome” and “economically sustainable and socially impactful.”
Our brAND philosophy plays a big role in the decisions we make, but it’s our personality that really defines us.
It goes without saying we are Kind. After all, with a name like ours we can’t exactly go around stealing parking spots. But it’s important to understand all the facets of our personality.
We are fun.
We are transparent.
We love seeking out and experiencing a good time. And we would never take ourselves too seriously.
Just look at our packaging and ingredients. Our bars have nothing to hide, so neither do we.
We appreciate We are wit. authentic. The smarter the better. And dry humor is always up our alley. As long as everyone is in on the joke, we love joining in on the fun.
We are We are optimistic. unexpected.
We are passionate.
We truly believe in people’s ability to be kind to one another. And that the surplus good in the world far outweighs the bad.
You can’t change the world if it’s not inside your heart.
Our products and initiatives are anything but middle of the road. In other words, we zig while others zag.
Just like our ingredients, there’s nothing unnatural or fake about us.
So how does this translate when speaking to our customers?
Glad you asked.
No matter who we’re talking to, we speak as if we’re sitting down with a close friend — excited to share news we know they’ll love. It’s a fun product we’re selling, so the conversation is always upbeat, positive and, occasionally, filled with hearty laughter. Finally, there’s nothing complicated about what we’re selling, so just let the facts speak for themselves.
Just remember, whatever we’re trying to communicate, it must be grounded by one thought...
Do the kind Thing
®
We love our tagline as much as we love our Kindaholics— unofficial brand ambassadors with an uncontrollable love for Kind products and spreading unexpected acts of kindness. If they were sports fans, they’d be called fanatics. We’re just happy to call them our own.
Do the kind Thing® is a rally cry for Kindaholics and future Kindaholics everywhere to be kind to their body, their taste buds and their world. In other words, people who seek more from life.
do the kind thing for your body
Diachydrophenotyltar... yeah right. We believe if you can’t pronounce an ingredient, it shouldn’t go into your body. Actually, it shouldn’t even go into your cupboard. Kind snacks are made from only all-natural whole nuts, fruits and whole grains, no secret ingredients and absolutely nothing artificial.
And because of our transparent packaging, there’s no guesswork involved. You get to see exactly what nutty, fruity goodness lies inside. It’s like a window into the world of a healthier, happier, kinder you.
do the kind thing for your world As we like to say, It’s usually the nuts that change the world®. Luckily, the world is filled with them. We know, because our Kind Movement is stronger than ever, and continues to pick up steam. We celebrate and support everyone—from those who have donated their time or items to a local food bank or shelter, to the hundreds who have given a flower to someone who helps keep the planet clean and green.
do the kind thing for your taste buds Taste buds only live 10 days. Don’t let them die in vain. Made with only delicious natural ingredients and not too sweet, Kind snacks are, in a nutshell, as tasty as they are healthy.
And with an incredibly wide selection of flavors, even the most fickle snackers will find a few favorites in the bunch. Basically, we work hard to make sure people’s taste buds are waiting on the edge of their tongues with anticipation.
We believe the easier we make it for people to surprise others with unexpected acts of kindness, the stronger our movement will become. And, more importantly, the kinder our world will be.
We want to be much more than a great brand of healthy snacks and foods.
We strive to be a community and a state of mind.
We know unexpected acts of kindness go a long way toward reaching that goal, but we must constantly seek out and implement new ways of inspiring kindness in others. For their bodies, their taste buds, and their world.
So now you know what makes us Kind.
Oh, just one more thing.
You have a very beautiful smile.
Dying to learn more about KIND snacks?
We don’t blame you. Feel free to email us with your questions at marketing@kindsnacks.com