Mars Invests In Kind To Take Brand Global

Posted On: 11/30/2017

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MCLEAN, VA -- Mars is taking a minority investment in healthy snack maker Kind. Terms of the deal were not disclosed. As part of the agreement, the two companies will partner to grow Kind's product offerings and business globally.

Additionally, Kind, through the partnership, will lay the foundation for "a newly formed health and wellness platform" for the maker of Snickers and M&M's.

Kind's namesake fruit and nut bars are a category leader. Daniel Lubetzky founded the company in 2004 with a mission to make snacks that are both "wholesome and convenient." Kind will continue to operate independently, led by its majority stakeholders, including Lubetzky, and keep it existing headquarters in New York City. 

"We believe there is tremendous opportunity to build on the success of Kind's product portfolio in new markets," said Mars chief executive and president Grant F. Reid. "As we continue to expand our business and broaden our portfolio to address evolving consumer needs, we're delighted to partner with a respected leader in the health and wellness space."