Mars and healthy snack producer Kind announce strategic partnership

The partnership will allow Kind to continue to drive positive change in the food industry while fulfilling – on a worldwide scale – its “Kind Promise”, a set of nutrition principles that have guided the company’s innovation since its founding. Kind will provide Mars with a pioneering and trusted brand to anchor a newly formed global health and wellness platform, while Mars will provide Kind with its proven international model to expand into new markets.

Kind will continue to operate independently, led by its majority stakeholders, founder and CEO Daniel Lubetzky and the Kind team, with its existing headquarters in New York. As part of the agreement, Mars will lead the growth of the business outside the U.S. and Canada, partnering with Kind in accordance with the “Kind Promise”.

Kind has been one of the fastest-growing players in the snack field, with 2017 sales having risen to USD 718.9 m, according to Euromonitor. It is now the third-biggest snack bar maker worldwide by market share, the data provider added, coming behind just General Mill’s Nature Valley brand and the Clif Bar line of energy snacks.