KIND to Buy Soft-Baked Snacks Manufacturer Nature’s Bakery

American food company Mars Inc. is poised to expand its portfolio of better-for-you snacks after its newly acquired business KIND announced plans to purchase soft-baked products producer Nature’s Bakery.

“If you look at pantries across the country, odds are you will find KIND and Nature’s Bakery products sitting side-by-side,” Daniel Lubetzky, KIND’s founder and chairman, said in a December 2 company release. “Both brands have created loyal followings by being true to their unique value propositions. It comes as no surprise that, along with KIND, they remain one of the growth leaders within the snack bar category. We are excited to welcome them to the KIND family and support the team’s next chapter as part of our growing health & wellness platform.”

Nature’s Bakery, established in 2011, produces Non-GMO Project Verified plant-based soft-baked bars with real, wholesome ingredients like whole grains and fruit. The products are also nut free.

“We know consumers love our soft-baked snacks, and this is a unique opportunity to introduce even more families to our full portfolio of snacks, baked with the nourishing ingredients and delicious recipes we have always been known for,” Nature’s Bakery Chief Executive Officer Chris Lansing said in a statement.

Lansing will remain CEO of the business, reporting to KIND Global President Juan Martin once the transaction is completed.

The financial terms of the deal were not revealed. KIND’s release did not say when it expects the sale to reach completion.

Mars acquired KIND this November after a multi-year partnership.