New York-based KIND Healthy Snacks (KIND) unveiled a new call to its community—be kind to yourself, which aims to remind people that kindness starts with you. The platform speaks to the importance of self-care and demonstrates choices people can make when life inevitably gets in the way of healthy.

“Our longstanding belief at KIND is to craft snacks made with a nutrient-dense first ingredient, like whole nuts, whole grains or whole fruits. Through this new platform, we want to spark a dialogue and remind people to look at what ingredients are most prominent in their snacks,” said Mike Barkley, president and chief operating officer at KIND.   

The campaign highlights the daily grind and compromises people often make when life makes it challenging to make healthy choices—whether it’s on a plane, on the way to soccer or bouncing from meeting to meeting. According to the company, the first wave of creative showcases KIND’s first ingredient superiority. KIND’s top-selling bar, Dark Chocolate Nuts & Sea Salt, leads with nutrient-dense, almonds and contains 5 grams of sugar, which is 75 percent less sugar than the top competitors’ product, which uses a form of sugar as its first ingredient.

This is not the first time KIND has put a spotlight on the ingredients in packaged foods.

“Underpinning the creative is the idea that kindness starts with each of us,” said Barkley. “The idea is simple: if you’re not kind to yourself, it’s hard to be kind to others.”

Since 2004, KIND has sought to make the world a little kinder, one snack and act at a time. Together, KIND and The KIND Foundation have invested and committed more than $34.5 million and 50,490 volunteer hours to charitable causes.The KIND Foundation’s signature initiative, Empatico, has connected more than 27,000 students in 141 countries. 

For more information, visit https://www.kindsnacks.com.