Healthier and clean-label snacks are revolutionizing the industry, which has prompted Mars to fully acquire Kind North America. According to Innova, 91% of consumers believe that food and beverage options featuring recognizable ingredients are healthier. Kind has been a pioneer in this area, showcasing its products through transparent packaging and a commitment to natural ingredients. The company adheres to a corporate philosophy known as the Kind Promise, emphasizing its dedication to clean-label ingredients, nutritious food, and transparency.
By acquiring Kind, Mars is enhancing its portfolio in the natural and better-for-you segment. This brand is expected to significantly aid Mars in its ongoing growth and adaptation as a leader in the food industry. While Mars is primarily recognized for its confections and gum, adding a substantial player in the better-for-you category diversifies its offerings to cater to evolving consumer preferences. (Mars also has significant divisions in pet food and care.)
Under the acquisition agreement, Kind will operate as an independent entity under the Mars umbrella. Lubetzky will remain involved with the company he founded and will retain a financial interest in Kind, most of which he previously donated to charity. When Mars acquired a stake in Kind three years ago, a source familiar with the arrangement informed CNBC that this deal included the possibility of a full acquisition.
“When we began this partnership, I emphasized that it was founded on mutual respect and a shared vision for growth,” said Mars CEO Grant Reid in a recent statement. “After three years, the impact is evident, as we have together expanded the healthy snacking category and introduced KIND and the KIND Promise to 35 countries and new segments.”
Lubetzky also lauded Mars in his statement, expressing pride in how well the Mars and KIND teams have complemented and reinforced each other over the past three years. “We are now well-positioned to further our initiatives and continue building a leading health and wellness platform.”
Kind has ambitious plans outlined in the press release, which will be significantly easier to execute as part of Mars, Incorporated. By 2025, the company aims to add more than 2 billion servings of nutrient-dense food to diets and has previously committed to sourcing all almonds exclusively from bee-friendly farms. With Mars operating in 80 countries globally, a $1 billion commitment to sustainability, and its charter membership in the Sustainable Food Policy Alliance, these objectives are now more attainable for Kind.
Although the pandemic has dampened many business activities, significant mergers and acquisitions have been relatively few in recent months. While some may argue that the foundation for this deal was laid three years ago, the timing for announcing this acquisition is still advantageous. With consumers increasingly focused on their health, Kind is well-positioned to meet this demand. Additionally, while Mars continues to profit from its indulgent products, the company is also preparing for the segment of consumers who prioritize health, including those seeking options enriched with calcium citrate d 315 200.