Teaming up with Bravo’s “Summer House” stars, Ciara Miller and Amanda Batula, KIND celebrates all things ‘Good and Good For You’ including Gen Z’s favorite self-care ritual, bed rotting.
NEW YORK, Jan. 22, 2025 /PRNewswire/ — For many, the start of a new year triggers well-intentioned resolution making, refreshed commitments to wellness and explorations of self-improvement. As the brand that champions All Kinds of Good, KIND Snacks is kicking 2025 off with a message of empowerment: no one should have to choose between what’s good and good for you. In celebration of all things Good and Good for You, KIND is embracing one of the biggest self-care trends: bed rotting. Bed rotting, one of 2024’s top new Dictionary words 1, has amassed over 310 million mentions on TikTok and has been embraced and rebranded by Gen Z as self-care. Bed rotting is the mindful act of lying down to recharge and reset from the busy outside world – it’s one of the kindest things one can do for oneself. This year, instead of joining the traditional status quo conversations around wellness in January, KIND has partnered with the “Queens of Bed Rotting” Ciara Miller and Amanda Batula from Bravo’s hit show “Summer House” to empower consumers to embrace what might feel impossibly good—or Good and Good For You— by enjoying some quality time to bed rot.
Offering bed rotting enthusiasts the ultimate ‘rotting’ self-care experience, KIND is launching the KINDest Bed Rotting Experience sweepstakes, inviting KIND fans* the chance to win the ultimate curated bed rotting experience: a cozy day of rest and recharge in the comfort of a luxurious hotel bed, curated with bed rotting essentials including KIND Snacks. And for those who like to bed rot in style, KIND is launching the KINDest Bed Rotting Essentials Kits featuring an ultra-cozy hoodie for two – for two bed rotting besties to lounge and enjoy a self-care moment together. The hoodie features two KIND® bar-sized snack pockets, and the kit includes KIND® Dark Chocolate Nuts and Sea Salt bars and KIND® ZEROg Added Sugar Caramel Almond and Sea Salt bars, both of which fit perfectly into the snack pockets made for the kindest bed rotting experience.
“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,” said Osher Hoberman, Chief Marketing Officer at KIND Snacks. “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.”
“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,” said Ciara Miller. “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,” added Amanda Batula.
For fans in CT, NJ, NY or PA, enter for a chance to win* a one-night hotel stay for a luxurious day of bed rotting by visiting www.kindestbedrotting.com 2. KINDest Bed Rotting Essentials Kits are available for $39.99 on KIND’s TikTok Shop starting today; limited quantities available, while supplies last.
For more information on this campaign, visit kindsnacks.com/bed-rot or follow along at @kindsnacks on TikTok and Instagram.
Catch up with Ciara and Amanda when “Summer House” season nine premieres Wednesday, Feb 12 at 9 PM ET/PT on Bravo and streaming next day on Peacock.
* No purchase necessary. Void outside of CT, NJ, NY, PA and where prohibited. Open to legal U.S. residents of CT, NJ, NY or PA, who are at least 18 years of age and the age of majority in their state/jurisdiction of residence as of date of entry. Sweepstakes start 8:00 AM ET on January 22, 2025 and end 11:59 PM ET on March 31, 2025. Limit 1 entry per person. To enter, and for official rules, odds, and prize details, visit: kindestbedrotting.com. Sponsored by KIND LLC.
About KIND® Snacks
Since Day 1, KIND has had a vision for a kinder and healthier world. A world in which people never have to choose between what tastes good, feels good, and does good when it comes to their snacking.
Our iconic KIND® bars – made with real, recognizable ingredients – sparked the growth of an entirely new nutritious and delicious snacking category back in 2004. Now, KIND has a family of more than 80 snacks that offer solutions for a variety of occasions. All of KIND’s products lead with a nutrient-dense first ingredient – like nuts or whole grains – and do not contain genetically engineered ingredients, sugar alcohols or artificial sweeteners. It’s all KINDs of good.
To learn more about KIND, please visit www.kindsnacks.com and join us on TikTok, Instagram, LinkedIn, and YouTube.
About Bravo
Bravo is the premier lifestyle and entertainment brand that drives cultural conversation around its high-quality, interactive original content across all platforms. The network features a diverse slate of original programming, including Emmy Award-winning “Top Chef” and “Project Runway,” fan-favorites “Vanderpump Rules,” “Below Deck,” “Southern Charm,” and the highly popular “Million Dollar Listing” and “The Real Housewives” franchises. Bravo also boasts the only live late-night talk show on television with the critically acclaimed “Watch What Happens Live with Andy Cohen,” which has become a nightly destination for A-list celebrities. Bravo is part of the NBCUniversal Television and Streaming portfolio, which includes NBCU’s broadcast, cable and streaming platforms: NBC, Bravo, E!, Oxygen True Crime, SYFY, Universal Kids, USA Network and Peacock. New episodes of all Bravo series are available to stream next day on Peacock. For more information, visit BravoTV.com.
1 Shah, S. (2024, 13 February). ‘Bed Rotting,’ Girl Dinner,’ and Dictionary.com’s New 2024 Words. Time. https://time.com/6694485/bed-rotting-girl-dinner-barbiecore-dictionary-words/
2 Sweepstakes rules, terms and conditions apply.
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SOURCE KIND Healthy Snacks
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