KIND Snacks wants consumers committed to wellness to embrace the idea that what’s good for you can also be indulgent. With this concept in mind, KIND is tapping into one of the biggest self-care trends of 2024: bed rotting. The wellness trend has seen more than 310 million mentions on the social media platform TikTok, with the GenZ population calling it self-care. Bed rotting is a type of mindfulness in which the participant lays down to reset and recharge from the outside world. KIND is collaborating with “Summer House” stars Amanda Batula and Ciara Miller, the “Queens of Bed Rotting,” to encourage consumers to try the trend and empower them on their journey to wellness.
Miller said, “Amanda and I are all about bed rotting, the moments we get to be horizontal in bed are always my favorite. It’s our version of self-care and the time we get to dissect the weekend and chill out before another busy week. Batula added, “To start the new year, we wanted to team up with KIND to embrace the things that actually feel good and are good for us too, like enjoying a delicious KIND bar while we bed rot.”
KIND is launching the KINDest Bed Rotting Experience Sweepstakes to offer fans a chance to win the ultimate relaxation day: a cozy hotel stay designed for the perfect bed rotting experience, complete with their favorite KIND Snacks, whether it’s KIND® Dark Chocolate Nuts or KIND® ZEROg Added Sugar Caramel Almond and Sea Salt bars.
In addition, KIND is releasing limited-edition KINDest Bed Rotting Essentials Kits featuring two cozy hoodies designed with snack pockets to hold KIND® bars.
KIND Snacks Chief Marketing Officer Osher Hoberman said, “Although KIND delivers All Kinds of Good to our consumers year-round, we know there’s a lot of discussion around what is good vs. good for you this time of year. Whether it be snacking with your favorite KIND product or bed rotting, we’re delighted to offer options that are both good and good for you – for on the go or when taking a pause for self-care.”
The KINDest Bed Rotting Essentials Kits are available for purchase for $39.99 on KIND’s TikTok Shop, while supplies last.
Meanwhile, KIND Bar and bed-rotting enthusiasts in CT, NY, NJ, and PA can enter the sweepstakes for a chance to win a luxurious one-night stay here.
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