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Hello, communicators:

Granola bar company KIND is asking its customers to stop eating packaged foods—including the granola bars it sells.

Its newest campaign will take place in March, which is also recognized as National Nutrition Month. On March 1-2, the company won’t sell granola bars on its website, instead offering its new fresh fruit and nut box in an attempt to encourage customers to choose fresh foods over processed alternatives.

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From the news release:

“There’s a time and place for eating a KIND bar, but we believe it should never replace eating the whole, fresh foods that are essential to staying healthy,” says Russell Stokes, CEO at KIND. “Since our founding, we’ve always advocated for nutrition transparency and encouraged people to eat better, even if that means buying raw almonds and fresh apples over our bars.”

KIND’s message is an example of how brand values can lead your organization to surprising places—and that a true commitment to purpose sometimes requires taking a hit on profits.

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