KIND is Inviting Fans to Vote for a New Flavor with 'Raise the Bar'
Laura McQuarrie — May 12, 2017 — Lifestyle
References: kindsnacks
In the same way that brands like Oreo and Lay's have used crowdsourcing as a way to generate new flavor ideas, KIND launched the 'Raise the Bar' contest—but with a focus on introducing an inventive new snack bar flavor with a focus on health.
The four flavors in the running include Spiced Fig, Sangria, Sesame Seaweed and Sweet Pretzel Crunch, which is currently in the lead with the most votes so far. Fans who cast their vote for the winning flavor online will be entered to win the chance to taste it.
To promote the four flavors in the running, KIND teamed up with Daphne Oz and The Onion for a video that urges people to help with the fight against "Restless Palate Syndrome."
The four flavors in the running include Spiced Fig, Sangria, Sesame Seaweed and Sweet Pretzel Crunch, which is currently in the lead with the most votes so far. Fans who cast their vote for the winning flavor online will be entered to win the chance to taste it.
To promote the four flavors in the running, KIND teamed up with Daphne Oz and The Onion for a video that urges people to help with the fight against "Restless Palate Syndrome."
Trend Themes
1. Crowdsourced Flavor Innovation - Opportunity to engage consumers in the product development process by allowing them to vote on new flavors.
2. Health-focused Snack Bars - Growing demand for snack bars with innovative, nutritious ingredients and flavors.
3. Collaborative Marketing Partnerships - Potential for brands to collaborate with influencers and media outlets to promote new products and campaigns.
Industry Implications
1. Food and Beverage - Opportunity for companies in the food and beverage industry to leverage crowdsourcing for flavor innovation.
2. Healthy Snacks - Rising market for healthier snack options that cater to consumers' desire for both convenience and nutrition.
3. Digital Marketing - Influencer marketing and branded content production offer new avenues for promoting products and engaging with target audiences.
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