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Snack-Bar Brand Kind's Growth Driven By Product Quality, Company Founder Claims

June 10, 2013: 12:00 AM EST
New York City-based snack-bar brand Kind reported it has grown into a $125 million company in 2012. Company founder Daniel Lubetsky claims although Kind puts much emphasis on corporate social responsibility and on social marketing, his company's growth has been driven mainly by the quality of its products and the health benefits they offer. For example, Kind's Fruit and Nut bars come with whole nuts and all-natural ingredients, as well as good-tasting additions, such as honey. Another variant, the Kind Plus bar, comes with antioxidants, protein, fiber, or omega-3. Shea Marketing president Rick Shea believes Kind's growth has been due to a "combination of factors including great product quality, effective social and guerilla marketing". 
E.J. Schultz, "It Pays to Be Kind: Snack-Bar Brand is Making a Profit -- And a Difference", Advertising Age, June 10, 2013, © Crain Communications
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