Kind has announced their first-ever frozen breakfast snack called Kind Frozen Smoothie Bowl. This innovation aims to enhance the healthy snacking category further and disrupt the breakfast category by introducing this plant-based frozen food product.
The frozen breakfast category is worth $3.7 billion and has been steadily increasing 7 percent yearly. The frozen breakfast supermarket aisles have been dominated by unhealthy products, like frozen waffles and breakfast sandwiches. However, Kind plans on introducing a healthy and better-for-you option to those consumers.
Kind Frozen Smoothie Bowls contain fruits and an almond milk base with creamy nut butter and crunchy granola. The bowls include 9g of added sugar, 7g of protein, and are ready-to-eat straight from the freezer.
“Since day one, Kind has been committed to upholding our brand promise – to create innovative, premium foods that are both healthy and tasty,” said Daniel Lubetzky, Kind founder and executive chairman, in a press release. “While this category is new for us, it’s consistent with how we’ve always entered new aisles – with an eye to elevate people’s overall experience, while adhering to our Kind Promise.”
Kind Frozen Smoothie Bowls are the company’s latest innovation after Mars acquired Kind in late 2020. During the pandemic, there were various signs of an increase in consumer interest in healthy foods. According to Forbes, 54 percent of consumers who took part in The International Food Information Council’s 2020 Food & Health Survey said that they care more about the healthfulness of their food and beverage choices in 2020 compared to their 2010 thoughts and beliefs.
“It is challenging in the year of COVID to introduce new items across the world,” said Lubetzky. “Kind is gaining a lot of traction globally, but it’s just taking longer than we would have liked.”
Kind’s sales reached $1.5 billion in 2020, according to The New York Times. Kind is well known for its healthy granola bars, but now they’re entering this new breakfast category with Kind Frozen Smoothie Bowls while the majority of consumers are having their breakfasts at home due to pandemic-related factors. They want to increase the options available to the consumer by providing them with healthy smoothie bowls.
According to Food Dive, Kind started developing their Kind Frozen Smoothie Bowls in 2018, but because of the category’s nature, the company did not have enough expertise in the area. Therefore, after Mars acquired Kind, they could tap into the plant-based and cold product industry more readily.
“While we’re best-known for nutrition bars most often consumed on-the-go, we’re continuing to prioritize innovation that cuts across categories and day-parts. We’ve all been told that breakfast is the most important meal of the day, and the KIND Promise plays well within this evolving category where yogurt, smoothies, granola and other better-for you-options have come into favor with increasingly health-conscious consumers.”
According to Mordor Intelligence, the global smoothie market is growing at a CAGR of 7.2 percent in the 2020 to 2025 forecasted period. The rise in health-conscious consumers is the reason for increased demand for convenient, healthy and value-driven products such as smoothie bowls.
Kind Frozen Smoothie Bowls will come in four flavors: Almond + Mango Pineapple Passion Fruit, Almond + Triple Berry Açaí, Almond + Chocolate Banana, and Almond + Peach Kiwi Greens.