Snack Maker Debuts Strong & Kind as Impetus for Social Change

Teams with NBA's Kevin Durant for kindness pledge with new line's rollout

Published in CSP Daily News

Kevin Durant

NEW YORK -- Kind Healthy Snacks has rolled out Strong & Kind, the brand's first savory snack line and a movement aimed at changing the way people view strength and kindness.

Strong & Kind has 10 grams of natural protein (soy-and-whey free) from ingredients including whole almonds, seeds and legumes, which when combined, contain nine essential amino acids. The new line features five flavors--Honey Smoked BBQ, Honey Mustard, Roasted Jalapeno, Hickory Smoked and Thai Sweet Chili.

All Kind snacks are gluten free and non-GMO. It offers six different snack lines, including two lines of whole nut and fruit bars, Kind Fruit & Nut and Kind PLUS; a line of whole nut and spice bars that are naturally lower in sugar, Kind Nuts & Spices; a line of Kind Healthy Grains Clusters made from five super grains; a line of chewy-with-a-crunch Kind Healthy Grains Bars; and now a line of savory-flavored snacks featuring 10g of protein, Strong & Kind.

The new line will be available nationwide beginning April 2014. Suggested retail price is $1.79 per bar.

As part of the launch of this new line, Kind has partnered with basketball star Kevin Durant to launch a new cultural initiative that aims to challenge deep-rooted stereotypes and redefine cultural perceptions of strength and kindness.

Through the initiative, the company and athlete are looking to define kindness for what it really is--the greatest show of human strength. In conjunction with the program, Kind and Durant are looking for one million people to join them in taking the Strong & Kind pledge to support a $1 million donation from Kind to the Kevin Durant Charity Foundation, which will be used to create programming for at-risk youth to teach them that it's strong to be kind.

"As a pro athlete, I know it can be easy to focus on trash talk and negativity," said Durant, the NBA's leading scorer this season and five-time NBA All-Star. "Kindness can sometimes be mistaken for weakness, but I want to change that perception. The reality is that it takes a lot of strength to be kind."

"We don't tend to associate strength with kindness. Actually, the two are integrally connected," said Daniel Lubetzky, founder and CEO of Kind. "At Kind, we believe that it takes courage to go outside your comfort zone and do something kind, particularly when you need to stand up for someone else. Kevin exemplifies this on a daily basis. With this movement, we hope to start a conversation about how it's strong to be kind."

By taking the pledge at www.strongandkind.com, people are committing to having the courage to be kind when others may not, looking out for those who can't look out for themselves, standing up when others would rather stand out, leaving their world a kinder place than they found it, being Strong & Kind.

Kind encourages people to join the movement and to join in the conversation on social media through the hashtag #strongandkind. It has also launched Kind Causes to support socially impactful ideas with $10,000 each month. It encourages its community to use the hashtag #kindawesome to capture kindness in their worlds.

The Kevin Durant Charity Foundation is a not-for-profit, mission-based organization Durant created to enrich the lives of at-risk youths from ages six to 18 through educational, athletic and social program support. Developing and establishing the KD House is the a focus of the foundation. It will provide full-circle transitional housing for homeless families dedicated to improving their lives by moving them to permanent housing.

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