Kind enters the nut butter category

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Kind enters the nut butter category

Kind may be known for its line of healthy snack bars, but the brand is about to have consumers reaching for something else.

The company announced it would be entering the nut butter category by releasing its new line of Nut Butter Filled Snack Bars.

“Since day one, Kind has been obsessed with upholding our brand promise – to create innovative, premium foods that are both healthy and tasty," Kind's CEO and founder, Daniel Lubetzky said. "Kind Nut Butter Filled Snack Bars continues that commitment.”

Created with a nutrient-dense food as its first ingredient, the collection does not contain artificial flavors, colors or preservatives, the company said.

"Here at Kind, we are committed to empowering people to make healthy eating decisions. We saw this as an opportunity to elevate the current nut butter market with a snack that meets our high nutritional standards," Stephanie Perruzza, registered dietitian and health & wellness specialist at Kind, said.

The Nut Butter Filled Snack Bars have whole grains on the outside, a nut butter center and are topped with crushed nuts and a chocolate drizzle.

Available in the chocolate peanut butter and honey almond butter options, the snack bars can be found online and on the shelves of retailers nationwide.