Mars, a subsidiary of US-based Mars, Inc, is introducing its BE-KIND brand, a phenomenal success in the US, in Middle East markets and significantly accelerating its development through Mars GCC.

With this major launch, Mars GCC is expanding its product line to offer a delicious new whole nut snacking offering to boost the growth of the entire category, a company statement said.

BE-KIND was founded in 2004 by entrepreneur and philanthropist Daniel Lubetzky, who wanted to offer a new snacking option based on taste, authenticity, naturalness and a spirit of caring shared with its consumers.

Its phenomenal success in the US is based on its two founding principles:

•    Simple, delicious, gluten-free recipes without colourings, preservatives and artificial flavours, with transparent packaging showing off its ingredients, including whole nuts;
•    Values shared with its consumers, based around kindness and caring, which guide the brand’s actions and charitable initiatives.

In just a few years, BE-KIND has achieved the remarkable feat of becoming the No. 1 snack brand in U.S. on e-commerce sites, and ranks among millennials’ top five favourite brands.
Meeting new consumer expectations

As they pay greater attention to their food, consumers are increasingly looking for authenticity and naturalness. In order to better meet evolving consumer demands and to complement its product portfolio, Mars, Inc took a minority stake in Kind Inc. in 2018.

Through this partnership, Mars GCC intends to accelerate the brand’s deployment by enabling all consumers to find BE-KIND products throughout the Middle East.

“In view of the phenomenon in the US, we are very excited about the launch of BE-KIND across Middle East markets. In less than three years, BE-KIND will be the undisputed leader in nut bars and the leading participant in the growth of its category. We share the idea with our business partners, including large-scale distribution, that this product perfectly meets new consumer demands for more taste, authenticity and naturalness,” said Ahmed Abdelkader, Middle East director- KIND International.

Initially six bars will be offered to consumers in Middle East Markets:

1.    Dark Chocolate, Nuts & Sea Salt
2.    Honey Roasted Nuts & Sea Salt
3.    Peanut Butter & Dark Chocolate
4.    Maple Glazed Pecan & Sea Salt
5.    Caramel, Almond& Sea Salt
6.    Almond& Coconut

Products will be available in most major retailers, Carrefour, Spinneys, Lulu, Danube, Panda & Tamimi networks in Middle East markets. – TradeArabia News Service