NEW YORK  — Kind Snacks is “welcoming the next chapter” and debuting a new visual identity. The purpose of the change is to help consumers find the company amongst crowded shelves in the bar category, according to the Mars Inc. subsidiary.

“For 20 years, Kind has been a household staple, beloved by consumers who’ve grown with us through every step of our journey,” said John Olsen, brand director at Kind. “As we enter this next chapter, our new visual identity — led by a refreshed logo and bold new packaging — is designed to meet our consumers where they are today. It’s vibrant, joyful, and unmistakably Kind. We’ve brought forward the most iconic part of our brand — our color bars — into the next era of the brand’s journey.”

The company leveraged consumer insights and found its four color bars stood out the most for consumers. Kind updated its logo to highlight the distinct color bars to now include a bolder and vibrant look.

The package will feature a larger logo and an unwrapped bar to showcase the product, its ingredients, characteristics and functional benefits, according to the company.

Kind also debuted its first curbside recyclable wrapper pilot earlier this week.  The recycled wrappers are made with pulpable paper and will leverage a curbside recyclable, How2Recycle pre-qualified paper type.  

Along with updating its branding, the company said it is continuing to innovate within its products per consumer requests.

Photo: Kind

The company expanded its fruit-forward flavors this year and launched three new varieties, including: mixed berry, pineapple mango and strawberry banana.

In its Kind Healthy Grain Energy and Kind Breakfast Protein, the company added apple cinnamon as its first fruit flavor offering in the line.

To highlight the protein trend, the company is continuing to expand its high-protein offerings with new flavors in its Protein Max line. It also will add more protein offerings to its Kind breakfast suite.

The updated packages and Kind’s new Healthy Grain Energy Bars will be on shelves this spring. The logo will be seen on the company’s owned channels on May 1 and the updated packaging will roll out across its full portfolio over the next nine months.