Mars acquires KIND North America in reported $5bn deal

By Elaine Watson contact

- Last updated on GMT

@KIND Snacks
@KIND Snacks

Related tags: Kind snacks

Mars has acquired KIND North America, three years after taking a minority stake, and says the snack maker – which now has operations in 35 countries – will function “as a distinct and separate business within the Mars Family of Companies.”

Terms of the deal were not disclosed, although The New York Times – citing people familiar with the matter - reported​ that it valued KIND at about $5bn.

According to a press release issued this morning, executive chairman Daniel Lubetzky - who founded the New York-based business in 2004 - will retain a financial stake in KIND and will “play a key role" ​in its future development and expansion.

Best known for its bars featuring whole nuts and pieces of fruit, KIND has moved into multiple snacking categories over the years, and recently moved into new territory with the launch of frozen bars and refrigerated smoothie bowls, with Lubetzky telling the New York Times that sales had increased from $1bn in 2017 to about $1.5bn today.

 “I am so proud of how well the Mars and KIND teams have complemented and strengthened each other over the past three years​,” said Lubetzky. “We are now well positioned to further advance our efforts and continue building a foremost health and wellness platform.”

Grant F. Reid, CEO of Mars, which ​generates $40bn in annual sales across confectionery, food, and petcare products and services, ​said: “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.”​ 

KIND Energy Bars

KIND's latest innovation - Energy bars featuring oats as the first ingredient - contain 35% less sugar than the top-selling energy bar, and should be consumed before physical activity, says the company.

The higher carb content is meant to help your body utilize the energy most eciently to optimize performance, not to sit around.”

Available at www.kindsnacks.com and retailers nationwide ( $1.39-$1.69/bar), “KIND Energy is set to reinvent a category that frequently contains higher amounts of sugars along with protein powders or articial sweeteners.”

Related news

Show more

Related products

show more

ADM Sustainability & Integrated Supply Chain

ADM Sustainability & Integrated Supply Chain

ADM: Gain an Edge with Global Consumer Trends | 07-Nov-2022 | Technical / White Paper

Wondering how to meet your climate goals? Find out how through increased investment in regenerative agriculture and other programs ADM can help you reduce...

2023 Global Consumer Trends Report

2023 Global Consumer Trends Report

ADM: Gain an Edge with Global Consumer Trends | 07-Nov-2022 | Insight Guide

Are you keeping up with the latest consumer trends? Uncover the 8 key global growth drivers shaping the future of innovation in ADM’s 3rd Annual Global...

Great mouth feel with plant-based appeal

Great mouth feel with plant-based appeal

ADM | 26-Oct-2022 | Case Study

Put Stabrium™ to work for you. After extensive development comes our Stabrium™ portfolio with the body, thickness and mouthfeel consumers expect in dairy...

Related suppliers

Follow us

Products

View more

Webinars