July, 2013


SimpleSquares_KimberlyIt all began in 2007 when Kimberly Crupi Dobbins worked for an investment research company in Chicago.

As a way of thanking its employees, the company offered a six-week sabbatical. Dobbins traveled the world for 42 days, and one of the goals of her trip was where to focus her personal interests when she returned home. As she made her way across the globe, all roads led to health and wellness. She witnessed different dietary theories from around the world, which proved to be an eye-opener. Once home, she became certified as a holistic health counselor. Being personally put on an elimination diet, she began crafting sweet treats to meet the dietary needs in her own kitchen, and the Simple Square was born.

Can you tell me about your educational and employment background? And how long have you been the Chief Square?

I graduated from Wake Forest University in Winston-Salem, N.C. with a bachelor’s degree in history and from Boston College with a master’s degree in education. I worked in the financial industry for 13 years at Goldman, Sachs & Co and Morningstar Inc. before becoming the Chief Square in January 2011.

Why is it important to you to use five whole food ingredients and to make sure nutrients aren’t compromised?

So many of the foods we eat today are processed and literally stripped of and vitamins, minerals and nutrients right out of the original state of foods. By keeping products raw and minimally processed we retain many of these beneficial properties when eating on-the-go.

Simple Squares are unique in that, obviously, they are square. Can you share with us your thoughts surrounding this idea? 

As the first original Square bar on the market, we needed a way to differentiate ourselves from the pack.  Our shape, herbal infusion and ingredient profile are what set us apart. We have had several companies copy our shape and while we consider imitation the sincerest form of flattery, we don’t feel any of these products are comparable to the Squares.

You use honey in all of your Simple Squares. Why did you choose honey as the sweetener in your product?

Let’s face it—we all like sweets!  So if we’re going to eat them we may do so in the most nutritious form possible. For us, that meant honey as it has trace amounts of minerals and nutrients in its composition.

What do you love most about working with honey? 

The natural, pure goodness of it all!

Do you have any future plans for more Squares containing honey?

We do! Many plans in the works and being released soon.



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Delicious Living’s inaugural “Best Bite” award results are in, and products containing honey were named as finalists in four categories.

Natural retailers, manufacturers and consumers were asked to share their delicious picks, and after an exhaustive product taste test, Delicious Living chose the winners. Specialty diet categories served a particular focus in the contest, ranging from gluten-free to vegan.

Best Breakthrough Brand

Love Grown Foods’ line of oat clusters has emerged as a breakthrough snacking performer in 2013 according to Delicious Living. The entire line of oat clusters includes honey.

Best New Product

Green Valley Organics Lactose Free Sour Cream’s line of yogurt includes a lactose-free wildflower honey variety. It’s made with 100% organic farm fresh milk and has a creamy texture.

Best Single Ingredient Use

Henry’s Humdingers Spicy Honey line features Grumpy Grandpa, Naughty Nana, Phoebe’s Fireball and Diabolical Dad. A portion of all sales goes to the preservation of honey bees.

Best Gluten-Free Cereal

Barbara’s Honey Rice Puffins are named after an employee who fell in love with Puffin birds on an Alaskan trip. Sweetened with honey, this gluten-free cereal made it to the finals of Delicious Living’s list.










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Loaded with flavor, Absolutely Gluten Free Everything Flavored Flatbreads can be consumed without any extra toppings and sides.

Extras, of course, add to the already expansive flavor pallet. These snacks are sweetened with honey and flavored with garlic, caraway seeds, poppy seeds and sesame seeds.

Tired of deciding between gluten-free and taste, the folks at Absolutely Gluten Free took to the method of trial and error to develop a line of crackers and flatbreads that taste too good to be gluten-free.

Want to see what other snacking products contain honey?


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