Mars, Incorporated, a family-owned global pet food, veterinary care, confectionery, snacking and food business, and KIND, a healthy snacking leader, announced the next step in their strategic partnership, with Mars acquiring KIND North America.
KIND North America will join KIND International to create one organization operating across 35 countries, functioning as a distinct and separate business within the Mars Family of Companies. This provides the opportunity to further the KIND Promise, a set of nutrition principles that have guided the company’s innovation since its founding, and KIND’s mission to create a kinder world.
KIND Founder and Executive Chairman Daniel Lubetzky will play a key role in the future development and expansion of KIND, helping to maximize the reach and impact of the KIND mission and products, while upholding the KIND Promise as the brand expands into new categories and geographies. He will retain an ongoing financial stake in KIND, a majority of which was previously donated to charity to further his philanthropic efforts to build bridges across lines of divide.
Partnership Success
Over the past three years, Mars and KIND have partnered to bring KIND (including signature KIND Bars) into new geographies and categories, remaining true to the KIND Promise that the first and predominant ingredient in all of its snacks and foods is a nutrient-dense food. As a result of the partnership, KIND has expanded into more than 35 countries (including China, Germany and France) and into eight total categories (including frozen and refrigerated), and has launched new products such as KIND Bark, KIND Frozen Bars and KIND Smoothie Bowls.
Kind, Mars Announce Next Steps in Partnership
Partnership will build on growth across geographies and categories
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