McLean, VA, and New York—Mars, Incorporated is acquiring KIND North America, according to a joint press release from Mars and KIND. The companies reported that KIND North America will join KIND International to create one organization that will function as a distinct and separate business within the Mars Family of Companies.
KIND Founder and Executive Chairman Daniel Lubetzky 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, according to the release. Lubetzky also will play a key role in the future development and expansion of KIND. As the brand expands into new categories and geographies, Lubetzky will help maximize the reach and impact of KIND products, while upholding the KIND Promise to always choose high-quality ingredients and provide snacks that are both healthy and taste good.
Mars and KIND have been partnering to bring KIND into new geographies and categories for the past three years. As WholeFoods previously reported, in 2017 KIND announced that the company was taking a minority stake from Mars, which was looking to grow its share of the better-for-you treat market as consumers demand healthier snacks with more natural ingredients. This partnership lead to the expansion of KIND, which is now in more than 35 countries (including China, Germany and France) and eight categories (including frozen and refrigerated), according to the press release.
“I am so proud of how well the Mars and KIND teams have complemented and strengthened each other over the past three years,” Lubetzky said in the release. “We are now well positioned to further advance our efforts and continue building a foremost health and wellness platform. As we said in 2017, Mars is a company that shares KIND’s passion for business as a force for good, and I am confident that together, we will be able to make our small contribution to make this world a little kinder.”
In a LinkedIn post, Lubetzky shared news of the deal, writing, “This is a big moment for our brand, our business, and all the people who make up the KIND family. I am looking forward to all that we will achieve together.”
Grant F. Reid, CEO of Mars, added, “When we began this partnership, I said it was one built on mutual admiration and a shared vision for growth. After three years, you can see the impact, as together we have grown the healthy snacking category and brought KIND and the KIND Promise to 35 countries and into new categories. We’re delighted to continue to build on this success and welcome KIND North America into the Mars Family of Companies.”