Getting KIND of sporty

Healthy snack bar brand KIND has entered the sports nutrition market with the introduction of its new Protein bars.

The bars are available in three variants: Crunchy Peanut Butter, Double Dark Chocolate and Toasted Caramel Nut. Containing 12g of plant protein per 50g bar, the line is designed to deliver on taste and nutrition, with each bar featuring the nut-based wholefood ingredients of the brand’s core range.

The bars are high in fibre and contain heart healthy fats as well as being gluten-free and lower in sugar.

The Crunchy Peanut Butter bar blends smooth peanut butter with the added crunch of whole peanuts for a tasty plant-based protein hit; Double Dark Chocolate is a rich blend of dark chocolate, crunchy whole nuts and 12g of protein for a satisfying boost of energy; and Toasted Caramel Nut combine crunchy whole almonds and peanuts, drizzled with rich toasted caramel.

“We know there’s a huge opportunity in the protein category here in the UK and we’re entering with a unique proposition,” says John McManus, marketing manager at KIND. “As we’re seeing the functional health trend continue to grow, we’ve noticed a gap in the market for on-the-go, convenient products, that really deliver on taste, contain wholefood, natural ingredients and have a functional benefit. With our flavour-first focus, we believe we are bringing something very exciting into the category.”