Kind Energy provides sustained vitality from oats

Kind is making waves in the energy bar department.

New to the brand’s roster is Kind Energy, a bar that features such ingredients as whole grains from oats, quinoa, buckwheat, amaranth and millet.

“Since day one, Kind has been committed to balancing health and taste and adhering to our Kind Promise to craft snacks with a nutritionally dense first ingredient,” Daniel Lubetzky, founder and executive chairman of Kind said. “Kind Energy honors this promise and is consistent with how we’ve always entered categories — with an eye toward disruption and a goal of elevating people’s overall experience.”

In addition to rolling out this new launch, the brand also is introducing the Kind Energy Pledge, which requires consumers to make a commitment to eat energy bars only before physical activity. When the pledge has been signed, participants will be required to submit a photo or receipt of their energy bar purchase, and the first 1,000 people who sign the pledge will receive $100 towards a future fitness-related experience, the company said.

“Energy bars are typically higher in calories, carbohydrates and sugar and should not be eaten before being sedentary as your body won't be challenged to metabolize the energy efficiently,” Stephanie Csaszar, MS, RD and nutrition expert at Kind said. “While Kind Energy has 35% less sugar than the top-selling energy bar, it should still be eaten before physical activity for this reason. An ideal snack for when you’re less active is our Kind dark chocolate nuts and sea salt bar which leads with heart-healthy almonds and contains only 5 g of sugar.”

Kind Energy bars, which contain 10 g of protein per serving, retail from $1.39 to $1.69 per bar and are available at retailers nationwide.