Kind, maker of healthy snack bars, will acquire Nature’s Bakery, a family-owned company that offers snacks such as Fig Bars and other soft-baked foods. This follows Mars Inc.’s acquisition of Kind earlier this month. Chris Lansing will continue as chief executive officer of Nature's Bakery reporting into Juan Martin, global president for Kind.
This partnership will extend Mars' portfolio of businesses in the health and wellness space and build on Kind and Mars' shared vision to build out a platform of brands and products that make wholesome snacking choices more readily available to people everywhere.
"If you look at pantries across the country, odds are you will find Kind and Nature's Bakery products sitting side-by-side," said Daniel Lubetzky, founder and executive chairman of Kind, in a statement. "Both brands have created loyal followings by being true to their unique value propositions. It comes as no surprise that, along with Kind, they remain one of the growth leaders within the snack bar category. We are excited to welcome them to the Kind family and support the team's next chapter as part of our growing health and wellness platform."
Related: Mars to Acquire Kind North America; Kind To Source Almonds From Bee-Friendly Farms.
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