Kind, Now Part of Mars, Makes First Acquisition: Nature's Bakery

Dec. 2, 2020
Kind finds a kindred spirit in family-owned maker of snack bars.

It didn't take Kind long to start spending Mars' money. Just two weeks after the healthy snack company was acquired by the big diversified company, Kind revealed an agreement to acquire Nature's Bakery, a family-owned snack bar maker.

Founded in 2011, Nature's Bakery bakes its own bars with "simple and wholesome ingredients" to create snacks that are plant-based, nut-free, dairy-free, and Non-GMO Project Verified. Its soft-baked products will be a differentiated and complementary offering to Kind's portfolio, the companies said. They also noted it helps "create a foremost health & wellness platform as a separate business within Mars."

Terms of the deal were not disclosed. Chris Lansing will continue as CEO of Nature's Bakery reporting to Juan Martin, Kind Global president. No mention if Dave Marson, founder of Nature's Bakery, will stay on.

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