Kind Snacks Case Study: seeking differentiation in cereal bars with an ethical and healthy offering

Published by: Datamonitor

Published: Oct. 20, 2009 - 125 Pages

Table of Contents

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

Abstract

• 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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