Mars acquires Kind North America

Mars is adding a healthy snack brand to its growing roster of pet food, vet care, confectionery snacking and food businesses.

Healthy snack brand Kind’s North America is being acquired by the company.

Kind North America will join Kind International and become one organization that will operate across 35 countries, and operate as a distinct and separate business within the Mars family, the companies 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,” Grant F. Reid, CEO of Mars, said. “We’re delighted to continue to build on this success and welcome Kind North America into the Mars family of companies.”

Kind's founder and executive chairman Daniel Lubetzky will aid in the development of the brand, while also retaining an ongoing financial stake — a majority of which was previously donated to charity — to further his philanthropic efforts.

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