Kind unveils trio of baked breakfast bars

Snack bar brand Kind is to launch a three-strong range of soft-baked breakfast bars.

Available in Blueberry Almond, Peanut Butter and Honey Oat variants, the bars feature a base comprised of five whole grains – oats, millet, buckwheat, amaranth and quinoa. Notably, the Honey Oat bar is the first product in Kind’s portfolio to not contain nuts.

The bars will be sold in single- and three-packs formats with an rsp of £1.29 and £2.99 respectively, and are designed to appeal to consumers seeking a healthy, on-the-go breakfast option, said Kind.

They will launch in 152 Waitrose stores on 1 April before rolling out across Tesco, Ocado, Sainsbury’s and independent stores nationwide.

“We know there’s a huge opportunity for us here in the UK to bring our expertise to the on-the-go breakfast category. Research shows that 30% of us skip breakfast because of lack of time, and we’ve created a premium product that is not only convenient but delivers on health and taste too,” said John McManus, UK marketing director.

“We’re really excited to see our latest launch roll out nationwide from next month and it’s fantastic to have such strong support from our retail partners.”

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