KIND Snacks
KIND Snacks is a US better-for-you snack brand and wholly-owned subsidiary of Mars, Incorporated, selling 105+ nut bar, granola, protein, and frozen bar SKUs through Walmart, Kroger, Publix, Whole Foods, Amazon, and DTC e-commerce to health-conscious consumers across the United States.
- Company typePrivate
- Founded2002
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What KIND Snacks does
KIND Snacks is a US-based better-for-you snack brand founded by Daniel Lubetzky and operating as a wholly-owned subsidiary of Mars, Incorporated following a ~$5 billion acquisition in 2020. The company designs, manufactures, and sells a portfolio of more than 105 snack SKUs across categories including nut bars, breakfast bars, thins, healthy grains clusters, minis, kids' bars, ZEROg added-sugar bars, protein bars and granola, and frozen plant-based bars. Product formulation emphasizes whole, nutrient-dense first ingredients (almonds, nuts, whole grains), no high-fructose corn syrup, no artificial sweeteners or sugar alcohols, gluten-free options, and certifications including Non-GMO Project Verified and Kosher. KIND pioneered transparency by being the first national snack brand to publicly disclose added sugar content.
KIND's business model is predominantly CPG retail distribution, with products sold through all major US grocery and mass channels including Walmart, Kroger, Publix, Whole Foods, and Amazon, supplemented by direct-to-consumer e-commerce at kindsnacks.com (with a previously offered KIND Snack Club subscription that has since been discontinued) and B2B wholesale that was transitioned to the Amazon Business portal. There are no proprietary software or AI platforms; the underlying technology is recipe formulation, sustainable sourcing practices (including the KIND Almond Acres Initiative regenerative agriculture pilot in partnership with ofi across ~1,000 acres in California), and packaging innovation (notably a curbside-recyclable paper wrapper pilot with Printpack and Whole Foods).
The company invests in production capacity ($50M California expansion announced in 2025), pursues M&A (Creative Snacks Co. acquired July 2024), and operates a sustainability ecosystem spanning ofi, Pollinator Partnership, Xerces Society, UC Davis, UC Merced, Wolfe's Neck Center, and California Water Action Collaborative. KIND maintains marketing presence across Instagram, YouTube, TikTok, and earned media channels, plus the KIND Nutrition Collective registered dietitian community and annual KIND Impact Report.
KIND Snacks firmographics
Firmographics- Name
- KIND Snacks
- Legal name
- KIND LLC
- Website
- https://kindsnacks.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- KIND Snacks is a US better-for-you snack brand and wholly-owned subsidiary of Mars, Incorporated, selling 105+ nut bar, granola, protein, and frozen bar SKUs through Walmart, Kroger, Publix, Whole Foods, Amazon, and DTC e-commerce to health-conscious consumers across the United States.
- Ownership category
- akta.pro rank
KIND Snacks industry classification
Industry- Product category
- Healthy Snacks
- NAICS
- Other Snack Food Manufacturing (311919)
- SIC
- Bakery Products (2050), Food And Kindred Products (2000)
- akta.pro primary industry
- Health/Protein Snack Bars Manufacturing (AFAKAIAN)
- akta.pro secondary industries
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)
Keywords
Where KIND Snacks is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
KIND Snacks business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- CPG Retail Sales: KIND generates the majority of its revenue through the sale of packaged snack products (bars, granola, clusters, frozen bars) via retail channels including mass merchandisers, grocery chains, and convenience stores. Products are sold as one-time purchases at retail price points.
- Direct-to-Consumer E-commerce: KIND operates its own e-commerce storefront at kindsnacks.com, offering direct online sales to consumers with shipping within the US. The KIND Snack Club subscription option provided recurring automated deliveries on a 1-, 2-, or 3-month cadence with automatic payment charging.
- Wholesale B2B: KIND offered a wholesale program for resellers and bulk buyers, transitioning wholesale ordering to Amazon Business B2B portal. Approved resellers received exclusive wholesale pricing with no minimum purchase requirement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard e-commerce order pricing with shipping tiers |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels9 records
KIND Snacks product offering
Product offeringCore offering
KIND Snacks manufactures and sells a portfolio of 105+ packaged better-for-you snack products across categories including nut bars, protein bars, granola, clusters, frozen bars, breakfast bars, and kids school-friendly bars. Products are sold nationally through major U.S. retail chains (Walmart, Kroger, Publix, Whole Foods, Amazon) and direct-to-consumer via the kindsnacks.com storefront. The portfolio emphasizes whole, recognizable ingredients, minimal added sugar, and clean-label formulations.
Differentiator
Problem solved
Functional benefit
Brands
- KIND FROZEN: Frozen treat bars made from almond or peanut milk, layered with chocolate, nuts, and nut butter - plant-based frozen snacks located in the freezer aisle.
- KIND Almond Acres Initiative
- KIND Nutrition Collective
Products and services
- Nut Bars Whole-food nut-based snack bars with almonds, nuts, and whole grains as the first ingredients, positioned as nutrient-dense on-the-go snacks for health-conscious consumers.
- ZEROg Added Sugar Bars Snack bars with no added sugar, designed for consumers seeking low-sugar, keto-friendly snack options; recognized by 2024 Progressive Grocer Editors Picks.
- Minis Bars Smaller, portion-controlled versions of KIND bars offered for consumers seeking calorie-controlled or snack-sized servings.
- Thins Bars Thinner, lighter format of KIND bars designed for consumers preferring a less dense snack bar option.
- Soft Baked Squares Bars Soft-baked bar format offering a chewier texture alternative to traditional KIND bars, available across multiple flavor profiles.
- Breakfast Bars Whole-grain breakfast bars providing 16–17g of whole grains per bar for use as a convenient breakfast replacement or on-the-go morning snack.
- Healthy Grains Energy Bars Energy bars built on whole grains from the Healthy Grains product family, offered in multiple flavors for sustained energy snacking.
- KIND Kids School Friendly Bars Soft-baked bars formulated for school-friendly environments, free from peanuts, tree nuts, and gluten, targeted at parents seeking safe lunchbox snacks.
- KIND Protein from Real Food Protein bars delivering 12–20g of protein per bar sourced from real food ingredients rather than isolates, aimed at fitness and active lifestyle consumers.
- Protein Max High-protein line offering 15g protein and 9g fiber per serving in granola, plus high-protein bars; recognized with 2024 CSP Daily News Retailer Choice Best New Snack award.
- KIND Healthy Grains Granola Whole-grain granola and clusters made from oats and other whole grains, served as a breakfast cereal or snack.
- ZEROg Added Sugar Granola Granola with no added sugar, designed for low-sugar and keto diets; awarded 2024 Good Housekeeping Best Low Sugar Granola.
- Soft Baked Granola Soft-baked granola format with a chewier texture than traditional granola, available in multiple flavor profiles.
- KIND Frozen Bars Plant-based frozen treat bars made from almond or peanut milk and layered with chocolate, nuts, and nut butter; sold in the freezer aisle.
- Dipped Clusters Whole-grain clusters dipped in chocolate or yogurt coatings, offered as a snack or dessert alternative.
Quantifiable outcome
- 19.5% water use efficiency gain in almond farming pilot
- +4 more outcomes
Companies that use KIND Snacks
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
KIND Snacks technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
KIND Snacks partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship, minor and core.
- ofi (Olam Food Ingredients)flagshipKIND partnered with ofi as the primary supplier-partner for the KIND Almond Acres Initiative, a three-year regenerative agriculture pilot spanning ~1,000 acres in Madera and Bakersfield, California. The partnership tests five regenerative agriculture practices to inform KIND's goal of sourcing 100% of almonds from regenerative farms by 2030. Measured outcomes include 19.5% water use efficiency gain, 33% reduction in nitrogen fertilizer use, and 28% decrease in carbon intensity.
- Rob RauschminorKIND partnered with reality TV star Rob Rausch for a limited-edition promotional giveaway of RISE & KIND Breakfast Boxes featuring the new Protein MAX Granola in Peanut Butter and Sweet & Salty Caramel flavors. The free box drops ran daily from February 26 through March 3, 2026, promoting the brand to Rausch's fan base.
- PrintpackflagshipKIND partnered with Printpack to develop and produce the brand's curbside recyclable paper wrapper pilot for Dark Chocolate Nuts & Sea Salt single bars. Printpack helped bring the pre-qualified Widely Recyclable (How2Recycle) paper wrapper to market.
- Whole Foods MarketflagshipWhole Foods Market served as the exclusive retail partner for KIND's paper wrapper pilot across 160 stores in 8 US states (Arizona, southern California, Connecticut, Louisiana, Nevada, New Jersey, New York, and Texas) from May through October 2025. The pilot placed paper-wrapped Dark Chocolate Nuts & Sea Salt bars in place of plastic-wrapped versions.
- Wolfe's Neck Center for Agriculture and the EnvironmentcorePartnership with Wolfe's Neck Center to unlock over $300,000 in USDA-backed funding for regenerative practice adoption across KIND's almond supply chain. This initiative targets 30% of KIND's almond supply leveraging regenerative practices by 2025 as a first step toward the 2030 goal.
- Pollinator PartnershipcoreKIND is a member of Pollinator Partnership and works with the Bee Friendly Farming Certification program to verify sourcing of almonds from bee-friendly farmland, targeting 100% of almond volume on a mass balance basis by 2025.
- Xerces SocietycoreKIND partners with Xerces Society for the Bee Better Certified program to verify bee-friendly almond sourcing practices, requiring farms to reserve 3–5% of farmland for dedicated pollinator habitat.
- University of California Davis (UC Davis)coreUC Davis serves as KIND's long-term sustainability and research partner, providing expertise on how pollinator health and regenerative agriculture can positively impact the almond industry. KIND also partners with UC Davis to fund research into best practices for pollinator health.
- University of California Merced (UC Merced)minorKIND is funding 8 scholarships for undergraduate students at UC Merced to support the next generation of regenerative agriculture as part of the KIND Almond Acres Initiative.
- California Water Action Collaborative (CWAC)minorKIND is a member of CWAC and works with key stakeholders in California on a project to improve the state's water resilience for people, business, agriculture, and nature.
Scale indicators5 records
Recent moves7 records
Expansion highlights4 records
KIND Snacks competitors and assessment
Company assessmentDirect peers
- RXBAR: Better-for-you protein/whole-food bar brand founded 2013, acquired by Kellogg's in 2017 (now part of Mars/Kellanova following 2024 acquisition). Most direct KIND competitor in the clean-label bar category with similar distribution channels.
- Clif Bar & Company: Leading energy and nutrition bar maker (Clif, Luna, Zbar) owned by Mondelez International. Direct competitor in the natural/better-for-you bar category with overlapping target consumers (athletes, on-the-go snackers).
- Quest Nutrition: High-protein, low-carb bar and snack company competing directly with KIND Protein Max and protein bar lines. Strong overlap in fitness/active-lifestyle consumer segment and major retail distribution.
- LÄRABAR (General Mills): Whole-food fruit and nut bars owned by General Mills (announces future brand transition to Nature Valley in 2025). Competes with KIND Nut Bars on clean-label positioning and natural channel distribution.
- Nature's Valley (General Mills): Granola bar and snack brand owned by General Mills. Competes with KIND Healthy Grains and granola lines across grocery and mass channels with similar wholesome positioning.
- Perfect Bar: Whole-food protein bars made with whole egg and peanut butter. Direct competitor in refrigerated protein bar segment and increasingly in better-for-you bar sets at grocery and natural retailers.
Emerging players
- MadeGood: Allergen-free, school-safe granola bars and snacks. Direct competitor in the kids/school-friendly segment (KIND Kids School Friendly) and clean-label school snacking channel.
- Bobo's Oat Bars: Baked oat bars and baked goods in natural and better-for-you snacking. Overlaps with KIND's granola and baked bar segments with similar clean-label, on-the-go positioning.
- Bare Snacks: Baked fruit and vegetable snacks owned by PepsiCo's Frito-Lay. Competitor in the natural/specialty snack aisle with overlapping health-conscious consumer targeting and Whole Foods distribution.
- Sahale Snacks: Better-for-you nut and trail-mix snack mixes owned by The Hershey Company. Direct competitor in natural and better-for-you snack sets at grocery and natural retailers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
KIND Snacks social profiles
Digital presenceKIND Snacks financial estimates
Financial estimateRevenue estimate
Valuation estimate
KIND Snacks leadership team
Management profileNumber of profiles
Profiles1 record
KIND Snacks subsidiaries and ownership
Company hierarchySubsidiaries1 record
KIND Snacks funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KIND Snacks M&A and investment
M&A and investmentM&A2 records
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KIND Snacks
What does KIND Snacks do?
KIND Snacks manufactures and sells a portfolio of 105+ packaged better-for-you snack products across categories including nut bars, protein bars, granola, clusters, frozen bars, breakfast bars, and kids school-friendly bars. Products are sold nationally through major U.S. retail chains (Walmart, Kroger, Publix, Whole Foods, Amazon) and direct-to-consumer via the kindsnacks.com storefront. The portfolio emphasizes whole, recognizable ingredients, minimal added sugar, and clean-label formulations.
Is KIND Snacks a public or private company?
KIND Snacks is a private company. It is classified as corporate owned and is currently operating.
When was KIND Snacks founded?
KIND Snacks was founded in 2002. It employs 251 to 500 people.
Where is KIND Snacks based?
KIND Snacks is headquartered in New York, United States, in the North America region.
How does KIND Snacks make money?
Three revenue lines are on record. CPG Retail Sales are the primary driver. The others are direct-to-Consumer E-commerce and wholesale B2B.
Who are KIND Snacks's main competitors?
Direct peers on record are RXBAR, Clif Bar & Company, Quest Nutrition, LÄRABAR (General Mills), Nature's Valley (General Mills) and Perfect Bar. Emerging players are MadeGood, Bobo's Oat Bars, Bare Snacks and Sahale Snacks.
Does KIND Snacks have an API?
No public API is recorded for KIND Snacks.
What industry is KIND Snacks in?
KIND Snacks's product category is Healthy Snacks. Its primary akta.pro industry code is AFAKAIAN, Health/Protein Snack Bars Manufacturing, with a secondary code of CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified). Its NAICS code is 311919 and its SIC code is 2050.