KIND Introduces First-Ever ‘HEROES’ Bar in Partnership with Hope For The Warriors

KIND® HEROES marks the second installment of KIND’s Snack & Give Back Project, a multi-year program celebrating kindness and empathy.

 KIND Healthy Snacks (KIND) is continuing its KIND Snack & Give Back Project with the launch of KIND® HEROES, its first limited-edition offering that applauds and thanks the military community. Through the project, KIND is transforming its iconic transparent wrapper and distinctive design to celebrate and support communities that haven’t received their fair share of kindness.

“Since KIND’s founding fifteen years ago, we’ve always believed that kindness can be a transformative force for good, which is why kindness has always been at the core of our business,” says Mike Barkley, CEO of KIND. “Through the KIND Snack & Give Back Project, we’re hoping to direct more compassion to deserving communities and, in the process, elevate values like kindness and empathy for many years to come.”   

KIND today also announces a partnership with Hope For The Warriors, an organization that provides assistance to combat wounded service members and their families. 100% of the proceeds from KIND® HEROES will be donated to Hope For The Warriors’ Warrior’s Wish® Program, with a minimum donation of $10,000, assisting in its efforts to make wounded veterans’ dreams come true. The snack comes in one flavor, Dark Chocolate Nuts & Sea Salt, and will be sold exclusively on on November 4 through November 30, while supplies last (with pre-order beginning October 29). Upon purchase, customers will have the opportunity to send a thank you note directly to an American veteran within the Hope For The Warriors community.

“Our mission to support veterans and military families as they transition back into civilian life aligns with KIND’s mission to inspire kindness and empathy,” says Robin Kelleher, Hope For The Warriors’ President and CEO. “We’re excited to work together and, above all, continue to spread kindness and gratitude to those who have served and sacrificed for our country.”

KIND’s Snack & Give Back Project launched in June 2019, with a limited-edition KIND® PRIDE bar, supporting efforts to protect and empower homeless LGBTQIA+ youth across the country by donating 100% of the proceeds of the KIND® PRIDE bar to the Ali Forney Center. KIND® HEROES continues the tradition with its custom patriotic design, inspired by those that have served our country. KIND® HEROES will also be available for complimentary sampling at various Veterans Day events across the country and on select military bases.

“We’re thrilled to recognize and celebrate veterans, active military and their communities with this program,” says Barkley. “While understanding that some folks in the military community may not view themselves as a hero, our product name and patriotic design aims to salute and remember those that have sacrificed so much for all of us.”

For more information on KIND® HEROES bars, visit and follow @KINDSnacks on InstagramTwitter and Facebook.

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