WEST VILLAGE, NY — They weren't very KIND to themselves.

The healthy snack brand known for packaged bars came to the West Village Thursday to set up what looked like a vending machine but was actually a secret doorway to a free farmer's market full of fresh produce.

If you tried to buy something, the KIND vending machine would swing open like a door and reveal the market.

The kicker is that the vending machine and market set up at 9 West Eighth Street, between Fifth and Sixth avenues, was actually an effort to encourage not to buy their products — and opt for fresh produce instead.

The promotional event in Lower Manhattan coincided with KIND's launch of limited-edition whole fruit and nut boxes, which you can buy for $30 on its website.

The box, which includes two apples, one pear, two oranges, two kiwis, one bag of almonds, one bag of sunflower seeds (no shells), one bag of cashews, and one 12-count box of Dark Chocolate Nuts & Sea Salt, was promoted in one of Manhattan's most expensive neighborhoods.

The market was only open on Thursday, but lines stretched along the block to get in.

"There's a time and place for eating a KIND bar, but we believe it should never replace eating the whole, fresh foods that are essential to staying healthy," says Russell Stokes, CEO at KIND, in a news release. "Since our founding, we've always advocated for nutrition transparency and encouraged people to eat better, even if that means buying raw almonds and fresh apples over our bars."

To further push customers away from its package bars, KIND will stop selling the snacks on March 1st and 2nd while encouraging people to buy the boxes instead.