Does KIND act in a socially responsible manner? Explain your answer. Among the many energy and snack bars we have discussed, KIND (www.kindsnacks.com) stands out for its largely successful efforts to apply nearly every aspect of good marketing presented in this chapter. Its products offer substantial value by satisfying modern consumers’ needs and wants through an exchange. Its promotions are unique and compelling, and it has established its place on store shelves and through mobile channels. Furthermore, the company embraces a conscious marketing perspective, while also using its customer data to develop new innovations and promotions.

Consider, to start, how KIND provides product solutions to satisfy customers. As a central corporate ethic, it asserts that people should not be forced to eat any ingredient that they cannot pronounce. It excludes artificial sweeteners and preservatives, so for modern consumers who embrace a healthy lifestyle, it markets a product that they can trust to contain only “natural” ingredients.36 As it has learned more about what consumers want, it also has expanded its product offerings. Beyond its initial snack bars, KIND now markets fruit snacks and protein bars. For these selections, its marketing remains consistent, promising more natural alternatives to conventional versions of these items.37 The fruit snacks, which are vastly popular among children, contain no added sugars, preservatives, or genetically engineered ingredients, for example.