This month KIND, the UK’s fastest growing healthy snack bar brand, will launch exciting new limited-edition bars in support of the charity, CHOOSE LOVE — an organisation that provides support for refugees & displaced people around the world.
KIND, which has been supporting the organisation for the last five years, has teamed up with talented Iranian artist Majid Adin, to design a new pack in support of the charity. Majid arrived in the UK in 2016 after being forced to leave his country and has been supported by CHOOSE LOVE.
The unique new look, which is centred around designs representing kindness and bringing
people together, has been created for three of KIND’s core bar variants; Dark Chocolate Nuts & Sea Salt, Caramel Almond & Sea Salt, and Maple Pecan Almond across both single and multipack formats. These will be rolling out from 1 August in all major grocers, convenience stores, forecourts and wholesalers (DDC and delicious) as well as online at Amazon and Kindsnacks.co.uk. The new designs will remain on shelf for approximately 8 weeks.
Through this partnership KIND will be donating £50,000 to CHOOSE LOVE. The launch of the bars will be supported with a broader 360 activation centred on kindness.
Audrey Arbeeny, UK Marketing Director says “Our KIND and CHOOSE LOVE story started five years ago when we partnered with this inspiring organisation to help fund their Christmas store in Carnaby Street. This year we have taken the partnership to the next level by co-creating the KIND & Choose Love limited edition bar with the support of Iranian artist, Majid Adin.
Both of our organisational values are centred on the power of kindness and love. We are grounded in the belief that small acts of kindness can change the world. We are excited to bring Choose Love’s story to our retail partners and consumers.”
Josie Naughton, Co-Founder and CEO of Choose Love says “For the last 5 years KIND has
supported CHOOSE LOVE and our mission in the most incredible way. They have now taken
this support to the next level, and we couldn’t be more excited to see the KIND X CHOOSE
LOVE limited edition bars across the UK.
"KIND and CHOOSE LOVE are joined by our values and our belief in the world that can be created when we invest in love and kindness. Not only will this collaboration with our favourite artist Majid Adin spread this message but it will also impact the lives of refugees around the world. We are so grateful.”
