The company is targeting the growing $3.7 billion frozen breakfast category, which has increased 7% year-over year. According to the NPD Group, 85% of breakfast occasions now take place in the home.
"Since day one, KIND has been committed to upholding our brand promise—to create innovative, premium foods that are both healthy and tasty," said Daniel Lubetzky, KIND founder and executive chairman. "While this category is new for us, it's consistent with how we've always entered new aisles—with an eye to elevate people's overall experience, while adhering to our KIND Promise."
KIND's Smoothie Bowls builds on the success of its granola. In 2020, KIND Granola grew 22%, outpacing the category by 4%, and gained the most market share. KIND also introduced a new sub-line, KIND Probiotic Clusters, and developed bulk pack sizes for the growing demand of its best-selling flavors: Peanut Butter Whole Grain Clusters and Oats & Honey Granola with Toasted Coconut.
Available at retailers nationwide, KIND's Smoothie Bowls come in the following flavors: Almond + Mango Pineapple Passion Fruit, Almond + Triple Berry Açaí, Almond + Chocolate Banana, and Almond + Peach Kiwi Greens.
Lubetzky added, "While we're best-known for nutrition bars most often consumed on-the go, we're continuing to prioritize innovation that cuts across categories and day-parts. We've all been told that breakfast is the most important meal of the day, and the KIND Promise plays well within this evolving category where yogurt, smoothies, granola and other better-for you-options have come into favor with increasingly health-conscious consumers."