There’s a reason KIND bars became a staple in airport kiosks, gym bags, and morning routines across America. They showed up when no one else did. Back in 2004, when healthy snacking wasn’t even a recognized category. Two decades later, KIND is still at it, and at Expo West, they reminded everyone exactly why they’re a brand worth paying attention to.
KIND was founded by Daniel Lubetzky with a simple but powerful premise: do the kind thing for your body, your taste buds, and your world. Starting with its first fruit and nut bars in 2004, the brand built its identity on ingredient transparency. Whole nuts, real fruit, and nothing you’d need a chemistry degree to pronounce. That commitment hasn’t wavered, and it’s what continues to set KIND apart in an increasingly crowded snack aisle.
Now owned by Mars (acquired in 2020 for $5 billion), KIND operates with the resources of a global food giant while maintaining the values of its independent roots. And at Expo West, the team showed up with a lineup that proves the brand is not just resting on its legacy. It’s building on it.
What’s New from KIND
Straight from the show floor, KIND representatives walked us through a handful of fresh launches that span granola, bars, and breakfast. Each one rooted in the same clean-ingredient philosophy the brand has championed from day one.
Protein Max Granola KIND is leaning into the protein moment, but doing it the KIND way. Their new Protein Max Granola delivers on macros without compromising on real ingredients. It’s the kind of morning upgrade that actually makes sense on the label.
Mango Pineapple Nut Bars A bright, tropical addition to the classic nut bar lineup.
“We also have some new mango pineapple nut bars. Delicious,” shared one of the KIND reps at the booth.
Bold flavor, recognizable ingredients. Classic KIND.
Raspberry Cocoa Crisp Protein Max Bar This one turned heads.
“My personal favorite is actually not shown here, but we have protein max bars. The raspberry cocoa crisp bar. Amazing. 20g of protein and only 1g of added sugar,” said a KIND spokesperson.
At a time when consumers are scrutinizing every gram of added sugar, KIND is showing how to do high-protein snacking without the compromise.
Banana Peanut Butter Breakfast Bars The team had a clear personal favorite on the breakfast side.
“My favorite is the KIND breakfast bars. It’s banana and peanut butter and it’s a blue wrapper and there’s two bars in it and it’s perfect for breakfast,” they shared.
Breakfast snacking is a real whitespace for better-for-you brands, and KIND is playing in it with a flavor combo that feels both familiar and satisfying.
Why KIND Still Matters
In a market full of brands chasing the next trend, KIND has something most don’t: a two-decade track record of actually delivering on its promises. The transparency that made them famous was never just a marketing gimmick. The see-through wrapper showing you exactly what’s inside was a philosophy. And that philosophy is still driving innovation.
The better-for-you space has never been more competitive. High-protein, low-sugar snacks are everywhere right now. But KIND’s ability to hit 20g of protein with just 1g of added sugar, while keeping the ingredient list grounded in whole foods, is genuinely difficult to pull off. It signals a brand that has both the R&D capability and the value system to grow responsibly.
KIND is stocked in virtually every major retailer. Whole Foods, Target, Walmart, Costco, and beyond. That distribution footprint, combined with a product pipeline that’s clearly evolving, makes them one of the most relevant brands at the show.
The Bigger Picture
KIND’s presence at Expo West wasn’t about reinventing the wheel. It was about showing that a brand with deep roots can still be at the cutting edge. The protein max bars speak directly to where consumers are headed: functional, high-protein, low-sugar, without the artificial shortcuts. The breakfast bars signal a smart category expansion. And the nut bars? Still excellent, and now with more flavor variety.
For buyers, retailers, and distributors, KIND is the kind of brand that reduces risk and adds value to any snack set. The name recognition is there. The consumer trust is there. And now, so is the innovation.
Keep an eye on more Expo West 2025 highlights as we continue to spotlight the brands shaping the future of better-for-you snacking. Want to learn more or connect with Source86? Reach out. We’d love to talk.
Stay tuned for more innovation
We love spotlighting brands that are redefining the future of food and beverage. Want to stay up to date with the latest trends and product launches? Follow Source86 for more Expo West highlights and discover new opportunities in private label, bulk ingredients, and product innovation. Contact us.
