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SNACKS & CONFECTIONERY

Strategic partnership with growth across geographies as Mars acquires Kind
Thursday, 19 November, 2020, 08 : 00 AM [IST]
New York, USA
Mars Incorporated, and Kind, announced the next step in their strategic partnership, with Mars acquiring Kind North America.

Kind North America will join Kind International to create one organisation operating across 35 countries, functioning as a distinct and separate business within the Mars Family of Companies. This provides the opportunity to further the company’s promise, a set of nutrition principles that have guided the company’s innovation since its founding, and its mission to create a kinder world.

Company’s founder and executive chairman Daniel Lubetzky will play a key role in the future development and expansion, helping to maximise the reach and impact of the mission and products, while upholding the promise as the brand expands into new categories and geographies. He will retain an ongoing financial stake in the company, a majority of which was previously donated to charity to further his philanthropic efforts to build bridges across lines of divide.

Partnership Success
Over the past three years, both companies have partnered to bring signature bars into new geographies and categories, remaining true to the promise that the first and predominant ingredient in all of its snacks and foods is a nutrient-dense food. As a result of the partnership, the company has expanded into more than 35 countries (including China, Germany and France) and into eight total categories (including frozen and refrigerated), and has launched new products such as Kind Bark, Kind Frozen Bars and Kind Smoothie Bowls.

Grant F Reid, CEO, Mars, 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 Kindpromise to 35 countries and into new categories. We’re delighted to continue to build on this success and welcome Kind North America into the Mars Family of Companies.”

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