The snack bar company used a public activation to highlight its stance against synthetic food dyes and its support of consumers' wellbeing

In an effort to align with consumer values, health-conscious snack brand KIND is making a statement on synthetic dyes in food with a pop-up in New York City. The brand launched a public installation this week to illustrate how the food industry synthetics to brighten up food—a practice that may be counterproductive to consumers' wellbeing.

Placed inside Herald Square, KIND's public installation is a series of gigantic, multicolor test tubes. The tubes showcase the 2,000 gallons of synthetic dyes consumed by American children daily, and highlights the FDA's approval of those additives. The installation notes that dyes go into both expected foods like candy just as well as unexpected ones like fruit cups and pickles.

KIND is using its pop-up exhibit as a way to both advertise its product and steer buyers away from potentially unhealthy dyes. By engaging with shoppers through the public space, KIND is bring brand education and activation beyond the aisles of the grocery store.

KIND

KIND


Lead image: KIND

In an effort to align with consumer values, health-conscious snack brand KIND is making a statement on synthetic dyes in food with a pop-up in New York City. The brand launched a public installation this week to illustrate how the food industry synthetics to brighten up food—a practice that may be counterproductive to consumers' wellbeing.

Placed inside Herald Square, KIND's public installation is a series of gigantic, multicolor test tubes. The tubes showcase the 2,000 gallons of synthetic dyes consumed by American children daily, and highlights the FDA's approval of those additives. The installation notes that dyes go into both expected foods like candy just as well as unexpected ones like fruit cups and pickles.