KIND

Concepting & Ideation | Innovation Strategy

 

leveraged consumer insights to develop innovative, better-for-you cereals through an intensive sprint and co-creation process, and reimagined both product and packaging to disrupt the category while staying true to their brand promise.

KIND broke into the bar category in 2004 with a bang, showing itself as synonymous with wholesomeness and simplicity.

As they looked to maintain their edge, they wanted to innovate outside of the bar category by delivering better-for-you products to categories craving a KIND point of view.

Strategic input

  • online qualitative study

  • retail audit

  • focus groups/ innovation sprint

  • strategic concepting

FOCUS GROUP IDEATION EXAMPLE

FOCUS GROUP IDEATION EXAMPLE

KIND ultimately launched their KIND Cereal in 2020 and have continued to expand their cereal line of product

RESULT