Broadening the KIND Brand
KIND Healthy Snacks sold 5 million of their products in over 150,000 stores around the world just last year. Since the inception of the company, KIND's management team has continued to innovate by integrating new product lines that fit well within the KIND portfolio. To date, KIND has six product lines including: Fruit & Nut, Nuts & Spices, KIND Plus, Strong & KIND, KIND Breakfast Bars, and Granola (Bars & Clusters). This case deals with the long-term vision of KIND as a health food company. How far out of the snack aisle can the KIND brand go?