Kind Snacks Case Study: seeking differentiation in cereal bars with an ethical and healthy offering
Datamonitor
October 20, 2009 SKU: DFMN2483397
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Introduction
This case study on Kind Snacks forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the US cereal bar brand has achieved success by producing bars that have a strong ethical and health positioning.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- The health trend offers the potential to boost the cereal bar category in the US
- The US cereal bar sector is the smallest confectionery category but has good growth potential
- Manufacturers are attempting to increase demand in cereal bars with new launches that offer a range of health claims
- Kind Snacks presents an innovative approach to marketing a responsible company with a health and ethically focused product
- Kind Snacks was founded in 2004 to provide healthy snacks that are"kind to your body, your taste buds, and the world"
- The company's Kinded card helps boost the brand's ethical image and its differentiation from others by rewarding random acts of kindness
- Kind Snacks is owned by PeaceWorks, which has a strategy of undertaking responsible business practices, an aspect increasingly sought by consumers
- Kind Snacks cereal bars are designed to be healthier than the competition and thereby embrace the health trend
- Kind Fruit + Nut Bars are marketed as tasty and healthy snacks
- The company has embraced the functional food trend by launching a range of bars that have functional claims
- The company has promoted research that suggests that healthy snacks can help aid weight loss and fertility
- Kind Snacks' Starbucks distribution deal offers it the potential to enhance sales of its products dramatically
- Conclusion
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: US confectionery market by sector ($m), 2008-13
- Table 2: Leading brands in the US cereal bar category, ($m) 2008
- Table 3: Leading claims in US cereal bar launches, October 2007-09
- List of Figures
- Figure 1: Cereal bar launches in the US have remained high for a number of years
- Figure 2: Kind Snacks aims to enhance its image as a responsible, ethical business through its Kinded card initiative
- Figure 3: Many Americans are ethically-minded consumers
- Figure 4: Kind Snacks' range of cereal bars have a health and functional food focus
- Figure 5: A significant proportion of consumers remain unconvinced that health foods can be enjoyable
- Figure 6: Functional drinks have been launched in the US in large numbers in recent years
- Figure 7: Functional foods are well regarded by Americans
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