NEW YORK  — Kind Snacks is “welcoming the next chapter” and is debuting a new visual identity. The Brand World evolution, the Mars, Inc. subsidiary said, is to help consumers find the company amongst crowded shelves in the bar category.

“For 20 years, Kind has been a household staple, beloved by consumers who’ve grown with us through every step of our journey,” said John Olsen, brand director at Kind. “As we enter this next chapter, our new visual identity — led by a refreshed logo and bold new packaging — is designed to meet our consumers where they are today. It’s vibrant, joyful, and unmistakably Kind. We’ve brought forward the most iconic part of our brand — our color bars — into the next era of the brand’s journey.”

Kind is updating its logo as well as refreshed packaging.

The company leveraged consumer insight using distinctive memory structures and found that its four color bars stood out the most for consumers.

Kind updated its logo to highlight the distinct color bars to now include a bolder, vibrant look that was modern and iconic.

The package will feature the larger logo and an unwrapped bar to showcase the product, its ingredients, characteristics and functional benefits.

Kind also debuted its first curbside recyclable wrapper pilot earlier this week.  

The recycled bar wrappers are made with pulpable paper and will leverage a curbside recyclable, How2Recycle pre-qualified paper type.

Source: Kind

Kind rolled out the wrappers across its Kind dark chocolate nuts and sea salt single bar products exclusively at select Whole Foods Markets across Connecticut, New Jersey, New York, Texas, Southern California and select stores in Arizona, Louisiana and Nevada.

Along with updating its branding, the company said it is continuing to innovate within its products per consumer requests.

The company expanded its fruit-forward flavors this year and launched three new varieties, including: mixed berry, pineapple mango and strawberry banana.

In its Kind Healthy Grain Energy and Kind Breakfast Protein, the company added apple cinnamon as its first fruit flavor offering in the line.

To highlight the protein trend, the company is continuing to expand its high-protein offerings with new flavors in its Protein Max line. It also will add more protein offerings to its Kind breakfast suite.

The updated packages and Kind’s new Healthy Grain Energy Bars will be on shelves this spring.

The logo will be seen on the company’s owned channels on May 1 and the updated packaging will roll out across its full portfolio over the next nine months.