Kind (company)

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Kind LLC
Kind Healthy Snacks
IndustrySnack Foods
Founded2004; 18 years ago (2004)
FounderDaniel Lubetzky
New York City
ProductsSnack Bars, Granola Bars, Granola
Revenue5,000,000,000 United States dollar Edit this on Wikidata
ParentMars, Incorporated

Kind LLC, stylized as KIND, is a snack food food company based in New York City. It was founded in 2004 by Daniel Lubetzky.[1] Since 2020, it has been a subsidiary of Mars.


Daniel Lubetzky founded Kind in 2004.[2][3] Kind reached one million dollars of sales in the first year.

In 2008, private equity firm VMG Partners invested in Kind.[4] The investment enabled the company to scale its sampling efforts to get more people to try Kind bars. When VMG got involved, Kind bars were only sold in 20,000 locations and Lubetzky's sampling budget was $800.[5] By 2009, that budget was $800,000 and offering free samples became a large part of the Kind marketing plan.[4] In 2014, Lubetzky bought all of VMG's shares.[6]

Today, Kind Bars are sold at more than 150,000 stores in the US.[7] In 2014, they sold over 458 million bars and granola pouches, almost doubling 2013's sales.[8] The company now has nearly five hundred employees.[1]

In 2017 Mars brand purchased a minority stake in Kind. The deal valuated the company at over $4 billion. In 2017 sales reached $718.9 million.[9]

Kind acquired North Carolina-based Creative Snacks in October 2019.[10]

In February 2020, Kind launched an expansion into frozen bars, refrigerated nut-butter bars, and chocolate clusters.[10]

Kind movement[edit]

Through the KIND Movement, Kind aims to create a thriving community of people who choose kindness and make kindness a state of mind. In the spirit of this movement, in 2009, Kind launched Do the Kind Thing, an evolving platform that empowers people to turn KIND acts into support for causes.[11] The Kind Movement includes Kind acts, #kindawesome cards, and Kind Causes. To date, Kind has performed, facilitated and celebrated over 1 million Kind acts and has been recognized by Time magazine as a "New Way to Make a Difference".[12]

Acquisition by Mars[edit]

In November 2020, Mars, Inc. announced that it would increase its minority position (acquired in 2017) to full ownership, in a deal worth $5 billion.[13][14][15]


A Strong & Kind hickory smoked almond protein bar

Kind currently offers eight lines: Kind Fruit & Nut, Kind Plus, Kind Nuts & Spices, Kind Healthy Grains Bars, Kind Healthy Grains Clusters, Strong & Kind, Kind Breakfast, Pressed by Kind, and Kind Frozen.[citation needed]

In 2008, they launched Kind Plus, a line of whole nut and fruit bars with fiber and antioxidants.[citation needed]

In 2010, they launched smaller portioned, 100 calorie-range Kind minis.[citation needed] In 2011, they launched a line of Kind Healthy Grains Clusters granola, made from a blend of five grains.[citation needed] In 2012, Kind brought in Kind Nuts & Spices, made with whole nuts flavored with spices that contain 5g of sugar or less per bar.[citation needed] In 2013, Kind launched a line of Kind Healthy Grains granola bars.[citation needed] In 2014, Kind launched its first savory snack line, Strong & Kind, which has 10 grams of soy-and-whey free protein.[16] Kind Breakfast was launched in 2016.[citation needed]

In 2016, Kind announced an extension to their nuts and spices and fruit and nut lines, to now include Dark Chocolate Almond & Mint.[17]

In non-English speaking countries, the brand is marketed as BE-KIND.[18]

See also[edit]


  1. ^ a b Ready, Lauren. "The amazing story behind that KIND bar you're eating". USA Today. Retrieved 12 January 2016.
  2. ^ "The Way I Work: Daniel Lubetzky of KIND". Inc. Magazine. 2010-01-12.
  3. ^ "Holding fast to a mission, even now". Crain's New York Business. 2008-12-15.
  4. ^ a b Fairchild, Caroline. "Why Kind bars are suddenly everywhere". Fortune. Retrieved 3 July 2016.
  5. ^ Bond, Shannon. "An appetite for the greater good". Financial Times. Retrieved 3 July 2016.
  6. ^ Best, Dean. "How Kind aims to continue growth". Just Food. Retrieved 3 July 2016.
  7. ^ Kind Healthy Snacks Goes From Small to Big." Bloomberg Business. 2013-02-21.
  8. ^ Friedman, Gabe. "How a Holocaust legacy helped launch the Kind bar brand". Jewish Telegraphic Agency. Retrieved 20 January 2016.
  9. ^ Sorkin, Andrew Ross; Merced, Michael J. de la (2017-11-29). "Snickers Owner to Invest in Kind, Third-Biggest Maker of Snack Bars". The New York Times. ISSN 0362-4331. Retrieved 2020-07-28.
  10. ^ a b Dua, Tanya. "$4 billion snack maker Kind says it will spend 'tens of millions of dollars more' to market its new frozen and refrigerated products, and hit $1.6 billion in sales in 2020". Business Insider. Retrieved 2020-07-28.
  11. ^ "Depending on the KIND-ness of Strangers". The New York Times. 2010-06-12.
  12. ^ Caplan, Jeremy (2009-09-10). "New Ways to Make a Difference". Time. Archived from the original on September 13, 2009.
  13. ^ "KIND and Mars Announce Next Step in Partnership to Build a Kinder World and Bring Healthy Snacks to People Worldwide Mars to acquire KIND North America; Partnership will build on growth across geographies and categories". Press Release. Mars, Incorporated. 17 November 2020. Retrieved 20 November 2020.
  14. ^ Hirsch, Lauren (17 November 2020). "Kind bars will be acquired by Mars, the maker of Snickers". Article. New York Times. Retrieved 20 November 2020.
  15. ^ Au-Yeung, Angel. "Billionaires United: Candy Maker Mars To Acquire Kind Bars In $5 Billion Deal". Forbes. Retrieved 2020-12-08.
  16. ^ "KIND Introduces STRONG & KIND Savory Snacks". Natural Products Insider. Retrieved 12 January 2016.
  17. ^ "Nutrition Bar Update". Retrieved 14 April 2016.
  18. ^ "FAQ - BE-KIND Snacks". Retrieved 2022-06-05.

External links[edit]