Mars Buys Healthy Snacking Brand KIND

The company behind candy brands such as Snickers has acquired KIND North America.
License Global

November 21, 2020

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Mars

has acquired KIND North America in a deal that extends an ongoing partnership between the two companies.

KIND’s announcement continues a three-year partnership with Mars. The two companies have been working together to expand the KIND brand into new geographies and product categories. Together, both firms have helped launch KIND into eight new product categories and 35 new countries. 

“When we began this partnership, I said it was one built on mutual admiration and a shared vision for growth,” says Grant F. Reid, chief executive officer, Mars. “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.” 

The deal will see KIND North America join KIND International to create one organization within the Mars portfolio. Mars’ new division will be led by

Daniel Lubetzy, founder and executive chairman, KIND. Lubetzky will retain an ongoing financial stake in KIND as part of the deal.

“I am so proud of how well the Mars and KIND teams have complemented and strengthened each other over the past three years,” adds Lubetzky. “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.”

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