Global food, confectionary, and pet care firm Mars Inc. recently entered into an agreement to acquire a minority stake in the snack bar maker KIND and formed a partnership to mutually grow the KIND brand’s product offerings and global presence, a Nov. 29 press release announced.
While KIND will continue to operate independently under the guidance of its majority stakeholders, Mars will assume leadership of the brand’s growth outside of the U.S. and Canada.
“This is a partnership built on mutual admiration and a shared vision for growth,” Grant F. Reid, chief executive officer and president of Mars Inc., said in a statement. “We believe there is tremendous opportunity to build on the success of KIND’s product portfolio in new markets.”
Mars said the partnership is part of a greater effort to make healthy and appealing foods available globally, and that the KIND brand will “anchor” the global firm’s recently-launched health and wellness platform. The brand will also expand into new categories under Mars’ tutelage.
Operating under a publicly stated commitment to transparency in ingredients and labeling, KIND makes its products with real ingredients reduced sugar, no artificial sweeteners or sugar alcohols.