Kind Protein range

Kind Protein is set to roll out this month to indies, travel locations and BP forecourts

Kind, the fast-growing snack bar brand from the US, has unveiled its first high-protein range for the UK.

Made with nuts and soya, the lineup’s three variants – Crunchy Peanut Butter, Double Dark Chocolate Nut and Toasted Caramel Nut (rsp: £1.69/50g) – offer 24g of plant protein per 100g. They also contained “heart healthy fats, as well as being gluten free and lower in sugar” said Kind.

Aimed at the sports nutrition market, Kind Protein is set to roll out this month to independent retailers, travel locations and BP forecourts, before landing in 400 Sainsbury’s stores from 16 September.

The NPD was a “unique proposition” in the UK’s protein category, said John McManus, marketing manager at Kind. “As we’re seeing the functional health trend continue to grow, we’ve noticed a gap in the market for on-the-go, convenient products, that really deliver on taste, contain whole food, natural ingredients and have a functional benefit.”

The launch comes after Kind last month secured a nationwide listing with Costa Coffee for three of its core bars: Dark Chocolate, Nuts & Sea Salt; Caramel Almond & Sea Salt; and Peanut Butter & Dark Chocolate.

The deal was “a huge win” for the snack brand, McManus said. “The coffee chain market has been instrumental to the success of the brand in the US and we hope to emulate that here in the UK.”