Adoni Media
3 min readAug 27, 2020



For the first time, Australians buying vitamins and supplements are able to support the immunity of the country’s most vulnerable, such as the homeless.

More than 8.3 million Australians buy vitamins, minerals and supplements and now as part of a landmark deal with Coles, for every product they purchase from the newly launched Kynd brand, a specially formulated immunity product will be donated to an Australian in need.

The Kynd team originally planned to donate nutritional health products internationally, but with the recent pandemic, decided to focus on helping Australians. Consumers can trace where the donation from their purchase will be made using a code on the Kynd product packaging.

A Kynd survey, conducted earlier this month, found one in two Australians is increasingly concerned about their health and wellness. Two thirds of those aged 18 to 24 admit they’re more worried than in previous months, followed closely by 25 to 34-year olds (55%). Those most concerned were in Victoria (58%) and New South Wales (50%), followed by Queensland, Tasmania, ACT and the Northern Territory (all at 47%).

The survey found two in every three Australians (63%) have started taking, or increased their vitamins and supplements use, over the last few months. One in every three (33%) Australians also report being kinder to others around them, and that number climbs to 40% in those aged 18 to 24 and 44% in 25 to 34-year olds.

Kynd Founder Matthew Stenmark said the brand’s mission was to help people be kind to their bodies, kind to others and kind to the planet, with ingredients based on scientific evidence, one-for-one donations and with packaging that uses a bamboo cap and glass bottle to be sustainable.”.

“Australians were suddenly under financial pressure and maintaining their health also became a priority,” Mr Stenmark said.

“We knew not everyone could afford healthy foods, so we decided to do something to help by creating an immunity product to be donated to Australians in need, such as the homeless.”

Kynd has partnered with homeless shelters in New South Wales, Queensland, South Australia and Western Australia to provide immunity products containing Vitamin C and Zinc.

Sydney’s Manly Soup Kitchen has welcomed the donations.

“We are very much looking forward to being able to provide our guests with Kynd’s immunity product which, I believe, will be of benefit to our guests,’ volunteer Diana said.

“This is a great initiative which has the potential to positively impact the often poor health of our soup kitchen community members”.

Kynd’s survey also found 43 per cent of people are doing more to support local business. The immunity products for donation are made in Yatala, south of Brisbane, while five of the six Kynd products are made in Sydney.

Coles Category Manager for Vitamins Daniel Slavin agreed Australians are prioritising their health and wellbeing now more than ever.

“At Coles, we have seen the popularity of vitamins soar with the category experiencing double digit sales growth over the past 12 months,” Mr Slavin said.

“We’re delighted to partner with Aussie brand Kynd to stock its nutritional supplements exclusively at Coles supermarkets. Coles and Kynd have been in collaboration for more than eight months in designing a proposal that is unique for our customers.

“We’re also proud to be working with suppliers like Kynd who share in our goal to help Australians lead happier and healthier lives, and our commitment to sustainability by giving back to communities in need and producing sustainable packaging.”

The first products released for Kynd include:

  1. Women’s Multivitamin + Skin
  2. Glow — Hair, Skin & Nails
  3. Magnesium Bio 1200
  4. Sustainably Sourced Fish Oil Double Strength
  5. Nutricosmetic Collagen Forte
  6. Collagen +

To enable Kynd to reach as many people as possible, Kynd leverages the national distribution network of iNova Pharmaceuticals.

Other charities and organisations interested in partnering with Kynd are encouraged to contact the team.

Always read the label. Follow the directions for use. If symptoms persist, see your healthcare professional. Supplements may only be of assistance if dietary intake is inadequate.



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