Healthy snack brand KIND has rolled out limited edition bars in collaboration with Choose Love, a charity supporting refugees and displaced people around the world.
KIND has teamed up with Iranian artist Majid Adin (pictured) – who arrived in the UK in 2016 after being forced to leave his country and has been supported by Choose Love – to create new look packs with designs representing kindness and bringing people together. Three of KIND’s core bar variants – Dark Chocolate Nuts & Sea Salt, Caramel Almond & Sea Salt, and Maple Pecan Almond – will don the new designs, across single and multipack formats.
“Our KIND and Choose Love story started five years ago when we partnered with this inspiring organization to help fund their Christmas store in Carnaby Street,” explains Audrey Arbeeny, KIND’s UK marketing director. “This year we have taken the partnership to the next level by co-creating the KIND and Choose Love limited edition bar with the support of Iranian artist, Majid Adin. Both of our organizational values are centred on the power of kindness and love. We are grounded in the belief that small acts of kindness can change the world. We are excited to bring Choose Love’s story to our retail partners and consumers.”
Josie Naughton, Co-Founder and CEO of Choose Love adds: “For the last five years KIND has supported Choose Love and our mission in the most incredible way. They have now taken this support to the next level, and we couldn’t be more excited to see the KIND Choose Love limited edition bars across the UK. KIND and Choose Love are joined by our values and our belief in the world that can be created when we invest in love and kindness. Not only will this collaboration with our favourite artist Majid Adin spread this message but it will also impact the lives of refugees around the world. We are so grateful.”
Through the partnership KIND will be donating £50,000 to Choose Love and the launch of the bars will be supported with a broader 360 activation centred on kindness.
