Why Kind Dumped 45,000 Pounds of Sugar and Sculpted Children Out of It in Times Square Today

Anybody who passed through Times Square this morning likely noticed a giant mound of sugar and an array of children sculpted of the sweetener. Kind, the company that makes the all-natural fruit and nut bar, is behind the stunt. To make a statement about the amount of sugar children consume, Kind put 45,485 pounds of it—a 20-foot tall, 30-foot wide pile to be exact—smack dab in the middle of Times Square. 

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The move isn’t altruistic: Kind is touting its new fruit snacks, Kind Fruit Bites, which contain just fruit and no added sugar, according to the brand. An in-house creative team came up with the idea for the 45,485 pound mound of sugar to represent how much sugar kids in the U.S. eat every five minutes. 

Read more at AdWeek: http://www.adweek.com/brand-marketing/why-kind-dumped-45000-pounds-of-sugar-and-sculpted-children-out-of-it-in-times-square-today/