“Kind” is not a word one might use to describe the experiences of Daniel Lubetzky’s father. As a Holocaust survivor, he passed down to his son, Daniel, a set of values that inspired not just a business model, but a way of life. A dedication to showing one’s fellow man and woman the respect a human life deserves.
Daniel Lubetzky founded KIND in 2004, the year his father passed away. Branding itself a not-only-for-profit, KIND grounded itself in real ingredients, a transparent business model, and a mission to reward and inspire acts of kindness across the globe. You can learn more about their mission in Lubetzky’s book, “Do the KIND Thing.” The company is headquartered in Manhattan but continues to spread it’s kindness across the world.
Image Source: Kind
Why is it called KIND?
It was the kindness shown to him by a German soldier that gave Lubetzky’s father hope and even perhaps the strength to survive. Touched by this gesture, Daniel took his love of the food industry and melded it with the idea that we should be good to ourselves by choosing healthy foods that nurture our bodies.
Lubetzky’s childhood fostered his sense of entrepreneurialism. Born to his Holocaust survivor father and a Mexican immigrant mother, Daniel grew up in Mexico City but attended college in Texas. He graduated from Stanford with a degree in law but it would be a few years before he began KIND. Inspiration also came in the form of the need for a healthy snack that he could subsist on during his marathon trainings.
As far as research shows, KIND has never been called by another name. The introduction of a new line of products, called “Pressed by KIND,” is really the only other moniker for this brand. Investors at VMG Partners stepped in to help Lubetzky in 2008, but other than boosting profits and reputation, they did not rebrand.
SEE ALSO: Why is Clif Bar Called Clif Bar?
Image Source: Kind Snacks
It’s unclear—at least from a Google search—why Daniel Lubetzky chose to use an orange, red, green, and blue color bar stacked on the short and sweet version of his mission. However, marketing experts associate various meanings with these colors, many of which coincide with the brand’s message.
For example, blue and green represent peace and harmony respectively. Blue promotes trust and stimulates productivity, while green reminds consumers of nature and health. Orange promotes optimism while red is a strong color that evokes a lot of emotions, like excitement, passion, and urgency. And take a look aroud at how many restaurants utilize the color red. Can you guess why?
The Growth of KINDness
The first four years of KIND were a struggle, admits Lubetzky. All the same, sticking to his mission and a passion for paying it forward, Lubetzky was able to see success and inspire countless others to take action and be kind. According to Conscious Company Media, the company has “roughly doubled their sales every year since inception.” Just in the year 2014, KIND sold over 458 million units. It’s hard to shop anywhere these days and not see those 4 big letters draw you in with their mouthwatering bars tucked just under that see-through wrapper.
This is really what makes KIND stand out from the rest. The confidence in their commitment to no-nonsense, healthy creations is clear—their bars have nothing to hide. You can see what you’re buying and about to eat. Fortune reported that 77% of KIND’s customers consume multiple bars a day, but that 80% of the American population still doesn’t know about KIND yet. Which group do you belong to? Comment below!
Rebecca Henderson is the published author and professional editor at The Kreativ Space. Best expressing herself through the written word, she enjoys the smell of burning rubber as well. Rebecca hopes to shift your world perspective through her words, because looking out the same window every day hardly makes for an interesting life.