Depending on the Kind-ness of Strangers

A line of snack bars is trying to live up to its brand name with an initiative that offers a twist to the typical cause marketing effort.

The brand is Kind Healthy Snacks.

Kind’s approach to doing well by doing good is a campaign carrying the theme “Do the Kind Thing,” which plans to donate, in stages, $100,000 to organizations deemed worthy of assistance. The first round, totaling $40,000, is to be announced this week and will be divided among three causes.