New York, NY—KIND has entered into an agreement to acquire Nature’s Bakery, a family-owned company that sells snacks such as Fig Bars.
A press release says that this will “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.”
Nature’s Bakery, founded in 2011, bakes its own snack bars with ingredients including fruit and whole grains. The bars are plant-based, nut- and dairy-free, and Non-GMO Project Verified.
Chris Lansing will continue to be CEO of Nature’s Bakery, reporting to Juan Martin, Global President of KIND, according to the press release. Terms of the deal were not disclosed.
“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, in the press release. “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.”
“We know consumers love our soft-baked snacks, and this is a unique opportunity to introduce even more families to our full portfolio of snacks, baked with the nourishing ingredients and delicious recipes we have always been known for,” added Lansing.
“As a multi-generational family of bakers, we sought to create a company committed to making wholesome snacking accessible to active families everywhere. Nature’s Bakery will benefit from continued reach and expansion of this vision through its partnership with KIND,” said Dave Marson, founder of Nature’s Bakery.