Driving healthier snacking with KIND®

KIND® is establishing itself as a key player in the UK snack bar category, gaining share across all major retailers and strong performance in forecourts. The brand is growing share across all singles, with core singles accounting for over 50% share of impulse[1].

Built on whole, nutrient-dense ingredients, KIND® sits at the intersection of the category’s two powerful trends – indulgence and health. Its portfolio of whole nut, chocolate-led recipes offer a genuinely better-for-you snack with no compromise on taste.

As the UK snack bar category continues to evolve, shoppers are increasingly refusing to choose between great taste and better-for-you credentials – they expect both. KIND® is at the forefront of this shift, with a portfolio of high-performing premium SKUs that continues to drive category growth.

The brand is a high-value, repeat-purchase opportunity. Its premium positioning, broad appeal and proven performance, led by SKUs delivering multi-million-pound annual sales, make it a must-stock.

Indulgence meets health

Chocolate remains the dominant flavour territory within UK snack bars, with milk and dark chocolate continuing to perform strongly. White chocolate is emerging as a notable trend, reflecting growing consumer demand for sweeter, creamier flavour profiles that feel indulgent without being excessive. Increasingly, brands are exploring multi-chocolate formats that bring milk, dark and white together in a single product.

Alongside flavour, nutritional credentials remain a key purchase driver. Protein accounts for around 35% of the snack bar category[2], and its appeal extends across generations, making it one of the most powerful growth drivers in snacking today. Nut-based snack bars are particularly well placed to capitalise on this trend. Many naturally provide a source of protein through whole nuts, offering shoppers a more recognisable and less processed alternative to traditional protein products.

Fibre, meanwhile, is rapidly emerging as the next major area of consumer interest, with fibre claims within snacking predicted to outpace protein claims by 2027[3]. Increasingly featured as a front-of-pack claim, fibre is becoming an important purchase driver as consumers focus on digestive health and overall wellbeing.

KIND® is well placed to meet these evolving consumer needs. Its nut-based bars deliver both fibre and protein from whole, recognisable ingredients.

Additionally, awareness of ultra-processed foods is increasingly influencing purchasing decisions, with 19 million UK shoppers actively reducing their UPF consumption last year^[4]. Products made with whole, recognisable ingredients, such as nuts, are well placed to capitalise on this shift, creating a significant opportunity within the snack bar fixture.

KIND® is helping retailers respond to this demand. Made with whole nuts and simple ingredients, its portfolio aligns with the growing consumer appetite for less processed snacks, while also meeting demand for natural protein and fibre. Combined with strong rates of sale, premium price points and proven appeal across both planned and impulse missions, KIND® delivers genuine incremental value to the fixture.

Introducing the Milk & White Chocolate Nut bar

KIND®’s latest innovation has been developed with both indulgence and functional benefits in mind. The new Milk & White Chocolate Nut bar is the brand’s first core range product to feature both milk and white chocolate, blending creamy chocolate with whole almonds, peanuts and cashews to deliver KIND®’s most indulgent recipe to date.

High in fibre, gluten-free and made with more than 50% nuts, the bar reflects the convergence of two trends shaping the category: indulgence and health. Designed for shoppers who are often divided between milk and white chocolate, it offers a deliciously nutritious treat without compromise and gives retailers a genuine point of difference within the fixture.

The KIND® Milk & White Chocolate Nut bar is available as a single bar and a multipack and is available alongside KIND®’s core range of proven best-sellers which offer broad flavour appeal: