KIND is a brand of all natural whole nut and fruit bars made from ingredients you can see and pronounce and it's also a movement that gives new purpose to snacking.
At KIND we do things a bit differently.
KIND was founded on the principle of holistic kindness, and we pride ourselves on creating new paths that avoid false compromises. Instead of "Or" we say "And". We choose healthy and tasty, convenient and wholesome, economically sustainable and socially impactful.
The KIND Story
KIND was conceived in 2003 by Daniel Lubetzky, a social entrepreneur whom TIME Magazine recognized in 2009 among “25 Responsibility Pioneers” and BusinessWeek named among “America’s Most Promising Social Entrepreneurs.”
In 1994, Daniel first founded PeaceWorks Foods, a “not-only-for-profit”® company that fosters economic cooperation among neighbors striving to co-exist in conflict regions worldwide. PeaceWorks® launched several award-winning healthy food products and its joint ventures continue to bring people together, but Daniel was still searching for that elusive snack that was wholesome and convenient, tasty and healthy at the same time.
The KIND Brand™ philosophyIn 2003, after many years of working on this passion, the team launched KIND, based on two principles: a) the power of AND, and b) holistic kindness.
In many ways, KIND is a logical next step in the evolution of PeaceWorks’ “not-only-for-profit” business model – with an economic as well as a social bottom line. PeaceWorks sets out to bring neighbors in conflict regions to work together and shatter cultural stereotypes that dehumanize people. KIND builds on this passion to bring people together, this time working to break barriers created among us all in modern society. By challenging our zone of comfort and our impersonal routines, we hope that we will discover our shared humanity with people who we don’t know and may never again see in our lives by surprising them with an uncommon gesture of kindness.