kind (KIND), a healthy snacking leader, and mars, incorporated, a family-owned global pet care, confectionery and food business, have announced a strategic partnership, whereby Mars will take a minority stake in KIND. As part of the agreement, the two companies will partner to grow KIND’s product offerings and business globally, utilizing each other’s strengths.
The partnership will allow KIND to continue to drive positive change in the food industry while fulfilling its kind promise, a set of nutrition principles that have guided the company’s innovation since its founding. KIND will provide Mars with a pioneering and trusted brand to anchor a newly formed global health and wellness platform, while Mars will provide KIND with its proven international model to expand into new markets. KIND will continue to operate independently, led by its majority stakeholders, founder Daniel Lubetzky and the KIND team, with its existing headquarters in New York, NY. As part of the agreement, Mars will lead the growth of the business outside the U.S. and Canada, partnering with KIND in accordance with the KIND Promise.