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our new global partnership

words from Daniel Lubetzky to the KIND team

KIND team,

I started KIND back in 2004 to solve a problem I faced – I couldn’t find a healthy snack to take on the go or enjoy at my desk that was both delicious and good for me. In those early days, I carried my beat-up briefcase door-to-door to introduce retailers to the first fruit and nut bars. I never imagined that KIND would grow into what it has become today. Thanks to your commitment to excellence and embodiment of our values, we have since built KIND into an incredible brand and movement, created a new healthy snacking category and demonstrated that business can be a force for social good.

We have come a long way and have much to be proud of, but as we always say, we are just getting started. KIND has unlimited potential in a world that is becoming more aware of the importance of eating real, nutrient dense foods and that is in dire need of more kindness. With our formidable KIND platform, we are well positioned to bring healthy and tasty snacks to more people around the globe, disrupt new categories with products that adhere to our KIND Promise, and inspire kindness on a greater scale.

As I’ve shared with you, for the last year we have been actively exploring options to help us bring this vision to life. After a long and thoughtful process, we have determined that bringing on Mars as a strategic partner will best position us to achieve these ambitious goals on a global scale and fulfill KIND’s maximum potential. As part of the partnership, Mars will take a minority stake in KIND. We as a team will remain the majority shareholders, with me as the largest shareholder with a controlling stake in KIND. We will continue to operate independently as a privately held company with the same leadership and values, and with our headquarters remaining in New York.


Daniel Lubetzky

click here to read the full press release.

frequently asked questions

Why is KIND entering a global partnership with Mars?

We’ve teamed up with Mars to bring KIND’s snacks and Promise to more people in more places. By partnering with a family-owned, principles-driven company like Mars, we're looking forward to continuing on our journey to empower more people to make healthy eating decisions across the globe.

Are any of KIND’s products or ingredients changing because of this partnership?

Our recipes are staying the same, and our commitment to the KIND Promise, the nutrition principles that have guided our innovation since our founding, isn't changing. Since day one we’ve been committed to bringing you nutritious snacks without sacrificing taste. We’re going to continue doing this.

Will you introduce new products?

KIND is always working on creating new snacks that are healthy and tasty, wholesome and convenient; however, we don't have anything specific to announce at the moment.

Will your products still be available in my area? Where else will we see KIND products?

Yes, our snacks will still be available everywhere they are today. For our fans abroad, it’s likely you’ll start seeing KIND snacks in new places. We don’t have specifics on geographic expansion yet, but we’ll be in touch when we do!

Why is Mars the right global partner for KIND?

Like KIND, Mars treats its consumers and team members with mutuality and empathy, operates with integrity, and believes in using its business for good. Mars’ global presence and expertise will also bring the KIND brand, products and mission to more people in more places around the world. For these reasons and more, they are the right partner.