Mars brand KIND acquires Nature’s Bakery business amid increase in healthier option snacks

The Mars-owned healthy snacking brand, KIND, has moved to acquire Nature’s Bakery, a family-owned US company specialising in fig bars and soft-baked foods, reports Neill Barston.

As the company explained, it will enable the major confectionery brand’s portfolio to expand into the growing health and wellness market that has become a major trend over the past couple of years, accelerated by pandemic conditions.

Confectionery Production recently reported the major $5 billion deal for the KIND series of products, which has centred on healthier option snacks bars, with additional protein enhanced options, as well as chocolate-enhanced ranges of dark chocolate ‘bark’ with roasted peanuts.

The terms of the deal for Nature’s Bakery were not released, but the business was founded in 2011, with headquarters in Reno, Nevada, US. It has been built on delivering a series of better-for-you snacks. The company bakes its own bars with recipes that prioritise ingredients including like sun-ripened fruit and hearty whole grains to create snacks that are plant-based, nut-free, dairy-free, and 100% Non-GMO Project Verified.

As KIND noted, its latest acquisition’s range of soft-baked, nut-free lines compliment its existing products, which feature whole nuts, whole grains or whole fruit. It is hoped that their combined strengths will cater for a broader range of nutritional needs and dietary requirements and preferences.

Daniel Lubetzky, Founder and Executive Chairman of KIND, commented on the deal. He said: “If you look at pantries across the country, odds are you will find KIND and Nature’s Bakery products sitting side-by-side.  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 & wellness platform.”

According to Mars, Chris Lansing will continue as Chief Executive Officer of Nature’s Bakery reporting into Juan Martin, Global President for KIND, with the acquisition being subject to regulatory approvals.

“We know consumers love our soft-baked snacks, and this is a unique opportunity to introduce even more families to our full portfolio of snacks, baked with the nourishing ingredients and delicious recipes we have always been known for,” added Chris Lansing, Chief Executive Officer of Nature’s Bakery.

Dave Marson, founder of Nature’s Bakery added that the company had been founded on a commitment to wholesome snacking, and that becoming part of KIND and the Mars group would “benefit from continued reach and expansion of this vision” that the move will enable.



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