KIND protein bars
Kind protein bars have 12 grams of protein. 

NEW YORK — Kind Healthy Snacks has entered the ever-expanding protein bar market with the release of Kind Protein From Real Food bars.

Available in four flavors — crunchy peanut butter, white chocolate cinnamon almond, toasted caramel nut and double dark chocolate nut — each bar contains 12 grams of protein and has a suggested retail price of $1.99 per 1.76-oz bar.

While typical protein bars may include ingredients that can negatively impact taste, Kind is promising consumers an appetizing alternative.

“As a brand committed to empowering people to make healthy eating decisions, we saw this as an opportunity to elevate the current market through a protein bar that meets our high nutritional standards,” said Stephanie Perruzza, registered dietitian and health & wellness specialist, Kind. “Emphasizing a snack that delivers on taste but also one that provides protein predominantly from nuts allows us to differentiate ourselves from the current offerings.”

Attempting to appeal to the clean label crowd, the company also is promoting the bars’ “real” ingredients — some of which may or may not resonate with consumers. They include peanuts, a variety of nuts, soy protein isolates, chicory root fiber, honey, glucose syrup and more.  

Kind has launched an online taste test to help consumers decide if the bars meet their standards for tasty and nutritious. Although all spots already have been reserved, the company offered 10,000 participants the chance to receive and test a Kind protein bar as well as one of the brand’s competitors against one another.

“We know a bar with a majority of the protein coming from nuts tastes great; we’re willing to do just about anything to share that with as many people as possible,” said Drew Nannis, vice- president of integrated communications, Kind.