In the heart of New York City, Times Square, Kind is introducing its new product, Kind Fruit Bites, in a very dramatic way. The fruit and nut savvy food brand created statues of kids made entirely of ‘sugar’ surrounding an enormous pile of sugar boxes. It was a loud and clear message that kids today are taking in too much added sugar. On average, a child consumes about 64 pounds of added sugar in one year. “We see an opportunity to disrupt another category,” said a Kind’s spokesperson. “When we looked at the fruit snacks category we saw a trend of people not really knowing what they were getting and thinking products maybe had more real fruit in them than they did.” Kind’s new product is made completely without added sugar. The on-the-go fruit snacks are made with only real fruit and have a full serving of fruit in each pouch. Companies spend millions of advertising dollars to say their products are ‘whole-grain’ and ‘low-fat’, but they fail to talk about the unnecessary hidden added sugars. With added sugars lurking in products whose packaging appears healthier than they are, Americans (and more frightening) children are unknowingly consuming an obscene amount of artificial sugar. It is a bold attempt to really drive the message home; the company is striving for a change.