Kind (company) facts for kids
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Trade name
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Kind Healthy Snacks |
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| Subsidiary | |
| Industry | Snack Foods |
| Fate | Acquired by Mars in 2020 |
| Founded | 2004 |
| Founder | Daniel Lubetzky |
| Headquarters |
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U.S.
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| Products | Snack Bars, Granola Bars, Granola |
| Revenue | US$5.0 billion |
| Parent | Mars, Incorporated |
Kind LLC, known as Kind Healthy Snacks, is a company that makes yummy snacks. It's based in New York City, USA. A person named Daniel Lubetzky started Kind in 2004. Since 2020, Kind has been part of a bigger company called Mars Inc.
Contents
The Story of Kind
Daniel Lubetzky started the Kind company in 2004. In its very first year, Kind made about $1 million!
In 2008, a company called VMG Partners invested money in Kind. This helped Kind give out many more free samples of their bars. When VMG joined, Kind bars were sold in 20,000 places. Daniel Lubetzky's budget for samples was only $800 back then. By 2009, this budget grew to $800,000! Giving out free samples became a big part of how Kind shared its snacks. In 2014, Daniel Lubetzky bought back all the shares from VMG.
Today, Kind Bars are sold in over 150,000 stores across the United States. In 2014, Kind sold more than 458 million bars and granola pouches. That was almost double the sales from 2013! The company now has about five hundred employees.
In October 2019, Kind bought another snack company called Creative Snacks. In February 2020, Kind started making new kinds of snacks. These included frozen bars, refrigerated nut-butter bars, and chocolate clusters. In December 2020, Kind also bought a snack bar company called Nature's Bakery.
The Kind Movement: Spreading Goodness
Kind wants to create a friendly community of people who choose to be kind. They want kindness to be a way of life for everyone. In 2009, Kind started something called "Do the Kind Thing." This program helps people turn their kind actions into support for good causes. The Kind Movement includes doing kind acts, giving out #kindawesome cards, and supporting Kind Causes. So far, Kind has helped celebrate over 1 million kind acts! Time magazine even called it a "New Way to Make a Difference."
Becoming Part of Mars
In 2017, Mars, a very large company known for candy and other foods, bought a small part of Kind. This deal meant Kind was worth over $4 billion. In that same year, Kind's sales reached $718.9 million.
In November 2020, Mars announced that it would buy all of Kind. This deal was worth $5 billion. So, Kind became fully owned by Mars.
What Kind Makes
Kind makes many different types of snacks. Some of their main lines are:
- Kind Fruit & Nut
- Kind Plus
- Kind Nuts & Spices
- Kind Healthy Grains Bars
- Kind Healthy Grains Clusters
- Strong & Kind
- Kind Breakfast
- Pressed by Kind
- Kind Frozen
In 2008, Kind launched Kind Plus bars. These bars have whole nuts and fruits, plus extra fiber and antioxidants.
In 2010, they made smaller Kind minis, which are around 100 calories. In 2011, Kind started selling Kind Healthy Grains Clusters. This is a granola made from five different grains. In 2012, Kind introduced Kind Nuts & Spices bars. These bars use whole nuts with spices and have 5 grams of sugar or less. In 2013, Kind launched a line of Kind Healthy Grains granola bars.
In 2014, Kind launched its first savory snack line called Strong & Kind. These bars have 10 grams of protein and are made without soy or whey. Kind Breakfast bars were launched in 2016.
In 2016, Kind added new flavors to their nuts and spices and fruit and nut lines. One new flavor was Dark Chocolate Almond & Mint.
In May 2025, Kind announced changes to its packaging. They released recyclable packaging for one Kind bar flavor in some Whole Foods stores.
In countries where English is not the main language, the brand is called BE-KIND.
More About Snacks
- Energy bar
- Clif Bar
- Nature Valley
- Protein bar
