Kind acquires better-for-you snack producer Nature`s Bakery

This partnership will extend Mars`portfolio of businesses in the health & wellness space and build on Kind and Mars` shared vision to build out a platform of brands and products that make wholesome snacking choices more readily available to people everywhere.

Founded in 2011, Nature`s Bakery was built on a promise to always deliver better-for-you snacks that taste as good as they make you feel. The company bakes its own bars with recipes that prioritize real, simple and wholesome ingredients like sun-ripened fruit and hearty whole grains to create snacks that are plant-based, nut-free, dairy-free, and 100% Non-GMO Project Verified. Nature`s Bakery`s soft-baked, nut-free favourites will be a differentiated and complementary offering to Kind`s existing portfolio, whose first ingredient is a nutritionally dense food such as whole nuts, whole grains or whole fruit. Together, the brands` unique offerings will satisfy a broader range of nutritional needs, dietary restrictions, and taste preferences.

”If you look at pantries across the country, odds are you will find Kind and Nature`s Bakery products sitting side-by-side,” said Daniel Lubetzky, Founder and Executive Chairman of Kind. ”Both brands have created loyal followings by being true to their unique value propositions. It comes as no surprise that, along with Kind, they remain one of the growth leaders within the snack bar category. We are excited to welcome them to the Kind family and support the team`s next chapter as part of our growing health & wellness platform.”