潜水简介:
- 种类在冷冻类别中发布其第一个产品。这些酒吧被称为“亲切冷冻”，仅在沃尔玛可用。
- This new release is not only limited in distribution but also in flavor. Currently, the bar is available in single servings or 6-packs of Dark Chocolate Almond Sea Salt.
- Each bar is layered on top of a creamy almond paste base and surrounded by dark chocolate. Although indulgent, in keeping with the Kind philosophy, the bar does not contain any artificial sweeteners, sugar alcohols or genetically engineered ingredients, the company says.
潜水见解：
This latest product from thethird biggest global snack bar makeris innovative. In true fashion for the brand, Kind is reaching into another category that is ripe for disruption with a variation of a tried and true product.
“这种风味的灵感来自我们的黑巧克力坚果和海盐营养棒，该棒自2012年以来一直是粉丝（和个人）的最爱，” Bind首席执行官兼创始人Daniel Lubetzky在一份声明中说。窥视营养标签表明成分相似，但是在冷冻零食棒中糖含量明显更高 - 11克添加了10克糖。相比之下，该条具有5克糖，其中4克添加。尽管如此，有一个横跨小吃和冰淇淋吧之间的界限，这是可以预料的。
With the frozen food segment’s stigma thawing and an2017年对火星箭牌的品牌投资，似乎是合乎逻辑的，那种会陷入寒冷。该品牌的标志性更好地为您的酒吧使其能够将其刀具带入过去的其他产品，这些产品过去曾在过去的糖果和小吃之间取得成功，并取得成功。
同年与火星箭牌的合作伙伴关系开始了，这首先是与酒吧的首次推动一条线的水果零食称为善良的水果叮咬。这些仅由真正的水果制成，没有添加糖，果汁，果泥，浓缩液，防腐剂或基因工程成分。水果小吃是一项试用，旨在使公司的脚陷入新的且相对较小的产品类别。当Kind在2017年发行粘性时，Euromonitor reportedthat the $1 billion fruit snack category had increased just 1.7% since 2015.
Frozen foods are a different story.According to IRI data, frozen sales outpaced total store and fresh perimeter sales in 2017. That gap widened last year, with 2.6% sales growth compared to 1.7% for the total store. Unit sales for frozen were up 2.3% last year. This growth, coupled with the fact that frozen hasn’t been overrun by new snacking options, make it unsurprising that Kind is taking a bite out of the segment to further disrupt the330亿美元的美国零食市场。机会特别有利，因为消费者是more interested in simple ingredient, clean label frozen products。
By partnering exclusively with Walmart, Kind has the advantage of the retailer’s reach and customer base to launch this frozen bar and bring more foot traffic in from curious customers. With Walmart’s previous experience in exclusive partnerships for products including深炸twinkies和Crotillas, the partnership may create far-reaching success through Kind’s brand recognition and loyal following and Walmart’s reach.
就此而言，这个冷冻的酒吧不太可能是对冰箱箱或其他部分的最终进军。卢贝兹基在他的声明中说，很快就会在整个商店中更“意外”的地方找到。
“As we look to close the taste gap in health-focused aisles and the health gap in taste-focused aisles, we will stay true to our nutrition principles,” he wrote.
This teaser reaffirms the company’s reliance on a health halo that allowed it to secure 10% of the market in just five years’ time. However, if Kind continues down the path of more indulgent offerings, marketing and a continued commitment to transparent labeling is going to be crucial to keep customers’ trust in the brand strong.
