Kind Thins snack bars

Source: Mars

Multipacks will roll into Sainsbury’s stores this week, with singles landing on 15 August 

Kind is targeting health-conscious consumers with a new range of lighter snack bars weighing in at under 100 calories each.

Called Thins, the range will debut with two of the brand’s top-selling flavours: Dark Chocolate Nuts & Sea Salt and Caramel Nuts & Sea Salt.

Thins Dark Chocolate Nuts & Sea Salt weighs in at 95 calories per serve, while Thins Caramel Nuts & Sea Salt provides 93 calories.

Despite boasting reduced calorie counts, the bars are classified as HFSS in line with the wider Kind range.

Kind claimed the bars would “satisfy the snack craving whilst remaining nutrient-dense as a result of using almonds as the number-one ingredient”.

The innovation also boasted a new soft and chewy texture, developed in response to consumer demand, it added.

Multipacks of Thins will roll into 200 Sainsbury’s stores this week, with singles rolling into 450 of the retailer’s stores on 15 August (rsp: 85p-£2.50/19g-4x19g).

Portion-controlled offerings were “becoming more important to consumers with increasing legislation hitting the UK”, claimed Kind marketing director Audrey Arbeeny.

Thins delivered “the perfect combination of calorie-controlled snacking, nutrient-dense ingredients, with the same great taste”, she added.

It comes after the Mars-owned brand last year unsuccessfully lobbied Public Health England in a bid to change the classification of its products to avoid the HFSS clampdowns.

Over recent months, Mars has unveiled non-HFSS takes on its core confectionery brands and has added two HFSS-compliant snack bars under its Kind brand.

Rival snack bar suppliers, meanwhile, have also been hurriedly innovating and reformulating products in anticipation of the legislative changes.

Eat Natural last month unveiled Raw, a new subrange of HFSS-compliant fruit and nut bars, while Perkier recently reformulated four of its snack bars to make them non-HFSS.

Boka recently reformulated its cereal bars to make them vegan and rebranded them to highlight their green nutritional labels.