KIND Announces Acquisition of Better-for-You Snacking Company Nature’s Bakery



KIND, a healthy snacking leader, announced it has entered an agreement to acquire Nature’s Bakery, a family-owned company that offers wholesome & delicious snacks, such as its beloved Fig Bars and other soft-baked foods. This partnership will extend Mars’ portfolio of businesses in the health & 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.

Founded in 2011, Nature’s Bakery was built on a promise to always deliver better-for-you snacks that taste as good as they make you feel. The company bakes its own bars with recipes that prioritize real, simple and wholesome ingredients 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. Nature’s Bakery’s soft-baked, nut-free favourites will be a differentiated and complementary offering to KIND’s existing portfolio, whose first ingredient is a nutritionally dense food such as whole nuts, whole grains or whole fruit. Together, the brands’ unique offerings will satisfy a broader range of nutritional needs, dietary restrictions, and taste preferences. This planned transaction advances KIND’s commitment to creating a foremost health & wellness platform as a separate business within Mars.




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