Mars takes minority stake in KIND

KIND, a healthy snacking leader, and Mars, a 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.

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 and categories. 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. As part of the agreement, Mars will lead the growth of the business outside the United States and Canada, partnering with KIND in accordance with the KIND Promise.

“This is a partnership built on mutual admiration and a shared vision for growth,” said Grant F. Reid, CEO and president of Mars. “We believe there is tremendous opportunity to build on the success of KIND’s product portfolio in new markets. As we continue to expand our business and broaden our portfolio to address evolving consumer needs, we’re delighted to partner with a respected leader in the health & wellness space.”

Press release (pdf)