KIND Snacks UK
KIND Snacks UK is the UK subsidiary of Mars-owned KIND, selling whole-nut snack bars (core 40g and protein 50g SKUs) to health-conscious consumers via major UK grocery and health retailers plus DTC e-commerce.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What KIND Snacks UK does
KIND Snacks UK Limited is the UK operating entity of the KIND snack bar brand, wholly owned by Mars, Incorporated since the conglomerate's ~$5bn acquisition of KIND in 2020. The company was incorporated in the UK in 2015 (Companies House number 09402330) and operates from a small 21-person headquarters at 100 Liverpool Street, London. Its functional role is the UK and Ireland market commercialisation of nut-based snack bars manufactured in Austria and Great Britain. The product range is split between the core KIND Bars line (40g, nine SKUs spanning nut, caramel, chocolate and fruit combinations such as Caramel Almond & Sea Salt, Chocolate Chip Cashew, and Peanut Butter Dark Chocolate) and the KIND Protein line (50g, five SKUs each delivering 12g protein per bar, targeting fitness and gym-going consumers). The underlying product technology centres on whole nuts as the primary ingredient (50-81% nut content depending on variety), natural binding agents (honey, glucose syrup), chicory root fibre and fructo-oligosaccharide for high fibre content (up to 12g per bar), and soya protein isolate plus tapioca starch protein crisps in the protein range. Since 2022, products have been packaged in monomaterial recyclable wrappers using 30% less virgin plastic on a mass balance basis. Products are certified Kosher, Halal suitable, and gluten-free formulations are batch-tested below 20ppm.
KIND Snacks UK monetises through one-time consumer unit sales distributed across a broad retail channel: eight-plus named UK and Irish retailers (Sainsbury's, Tesco, Waitrose, Co-op, Holland & Barrett, Boots, Whole Foods Market UK, and Amazon UK), supported by a direct-to-consumer e-commerce site at kindsnacks.co.uk. Revenue model is B2C unit economics with no enterprise contracts or subscription tier. Customer segments are segmented by use case: general health-conscious snackers (primary), fitness and gym-goers (primary, addressed by the KIND Protein line), families (lunchbox inclusion), and dietary-restricted consumers (Kosher, Halal, gluten-free). Marketing relies on a hybrid of paid social, organic social (Instagram, Facebook, TikTok, X), experiential event marketing (the Taste Topping Tour touring UK and Ireland cities), retail promotional partnerships (exclusive 2026 Sainsbury's New York Trip campaign), and community-based channels (Strava Club partnership for protein bars). The brand has a registered UK trademark portfolio and operates charity partnerships via its Kindness Hub (Ace of Clubs, The Felix Project, Choose Love) that are brand-equity rather than revenue-generating.
KIND Snacks UK firmographics
Firmographics- Name
- KIND Snacks UK
- Legal name
- KIND Snacks UK Limited
- Website
- https://kindsnacks.co.uk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- KIND Snacks UK is the UK subsidiary of Mars-owned KIND, selling whole-nut snack bars (core 40g and protein 50g SKUs) to health-conscious consumers via major UK grocery and health retailers plus DTC e-commerce.
- Ownership category
- akta.pro rank
KIND Snacks UK industry classification
Industry- Product category
- Snack Bars
- NAICS
- Other Snack Food Manufacturing (311919)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Health/Protein Snack Bars Manufacturing (AFAKAIAN)
- akta.pro secondary industries
- Nuts, Seeds & Trail Mix Snacks (CRADABAF), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)
Keywords
Where KIND Snacks UK is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
KIND Snacks UK 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
Revenue model
- KIND Snack Bars (Core Range): Sale of branded snack bars through retail distribution channels (supermarkets, health food stores, convenience) and direct e-commerce. One-time purchase model per unit. Core bars are 40g single-serve format sold individually or in multipacks. Sold through major UK retailers including Sainsbury's, Tesco, Waitrose, Co-op, Holland & Barrett, Boots, Whole Foods, and Amazon UK.
- KIND Protein Bars: Sale of protein-focused snack bars (50g format) targeting fitness and gym-going consumers. Higher protein content (12g per bar) with premium positioning. Distributed through similar retail channels and e-commerce.
- Promotional Sweepstakes Revenue Driver: KIND Snacks UK runs promotional campaigns (such as the 2026 New York Trip promotion) where purchase is required to enter. While not a direct revenue stream, promotional campaigns drive retail purchase volume through incentive-based engagement.
Go-to-market motion1 record
Distribution channels9 records
Marketing channels8 records
KIND Snacks UK product offering
Product offeringCore offering
KIND Snacks UK manufactures and sells whole-nut-based snack bars (40g KIND® Bars) and protein-enriched snack bars (50g KIND® Protein, 12g protein each) across the UK and Ireland. Products are sold through major UK supermarket chains (Sainsbury's, Tesco, Waitrose, Co-op), health and pharmacy retailers (Holland & Barrett, Boots), premium organic grocers (Whole Foods UK), e-commerce (Amazon UK), and the brand's own direct-to-consumer website. All products use whole nuts as the #1 ingredient, contain no artificial colours, flavours or preservatives, and are packaged in monomaterial recyclable wrappers introduced in 2022.
Product overview
KIND Snacks UK offers snack bars under two main product lines: KIND® Bars (core snack bars, 40g size) and KIND® Protein (higher-protein snack bars, 50g size). The core range includes flavours such as Caramel Almond & Sea Salt, Chocolate Chip Cashew, Caramel Chocolate Peanut, Milk and White Chocolate Nut, and Peanut Butter Dark Chocolate. The Protein line includes Caramel Nut, Crunchy Peanut Butter, Double Dark Chocolate Nut, Hazelnut Dark Chocolate, and Milk Chocolate Latte variants. Both lines emphasize whole nuts as the primary ingredient, with claims of no artificial colours, flavours, or preservatives, and gluten-free formulations where indicated.
Differentiator
Problem solved
Functional benefit
Brands
- KIND Bars: Core snack bar range featuring whole nuts, fruits, and natural ingredients
- KIND Protein
Products and services
- KIND Caramel Almond & Sea Salt Core KIND® Bar (40g) featuring whole almonds with caramel and sea salt drizzle. Sweet and salty snack bar positioned for on-the-go, work, gym, lunchbox or at-home consumption.
- KIND Chocolate Chip Cashew Core KIND® Bar (40g) combining cashews, almonds and peanuts topped with chocolate chips. Contains 81% nuts with cashews as the #1 ingredient.
- KIND Caramel Chocolate Peanut Core KIND® Bar (40g) featuring dark chocolate paired with peanuts, almonds and cashews finished with caramel flavour. Contains 80% mixed nuts.
- KIND Milk and White Chocolate Nut Core KIND® Bar (40g) blending whole nuts with creamy milk chocolate topped with white chocolate pieces. Contains 60% nuts.
- KIND Peanut Butter Dark Chocolate Core KIND® Bar (40g) coated in peanut butter and drizzled with dark chocolate. Pocket-sized snack with 50% nuts content.
- KIND Double Dark Chocolate Nut Protein KIND® Protein bar (50g) featuring dark chocolate and crunchy whole nuts. Provides 12g protein per bar, targeted at fitness and gym-going consumers.
- KIND Hazelnut Dark Chocolate Protein KIND® Protein bar (50g) combining hazelnuts and nuts drizzled with dark chocolate. Features 12g protein per bar.
- KIND Crunchy Peanut Butter Protein KIND® Protein bar (50g) blending smooth peanut butter with whole peanuts. Contains 12g protein per bar.
- KIND Caramel Nut Protein KIND® Protein bar (50g) with crunchy whole almonds and peanuts drizzled with toasted caramel. Provides 12g protein per bar.
- KIND Milk Chocolate Latte Protein KIND® Protein bar (50g) combining whole nuts with milk chocolate, white chocolate pieces and a roasted coffee hint. Contains 12g protein per bar.
Quantifiable outcome
- A KIND 40g bar contains between 4-8g of sugar; a KIND Protein 50g bar contains between 7.5-9g of sugar
- +2 more outcomes
Companies that use KIND Snacks UK
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
KIND Snacks UK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
KIND Snacks UK partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Sainsbury'scoreExclusive retail partner for the KIND Snacks UK 'Kind Taste 2026' promotional campaign (March-April 2026). Consumers purchase KIND products at Sainsbury's, scan QR codes on promotional materials or visit kindsnacks.co.uk/win-nyc-trip to enter a prize draw to win a trip to New York for 2. The promotion drives foot traffic to Sainsbury's stores and incentivises trial and purchase of KIND products.
- Ace of ClubsminorCharitable partner featured on KIND Snacks UK's Kindness Hub. Ace of Clubs is a charity that KIND has worked with for volunteering opportunities, part of the brand's community outreach and kindness movement initiatives.
- The Felix ProjectminorCharitable partner featured on KIND Snacks UK's Kindness Hub. The Felix Project is a food waste charity that KIND has supported through community engagement and volunteering initiatives as part of the brand's kindness movement.
- Choose LoveminorCharitable partner featured on KIND Snacks UK's Kindness Hub. Choose Love is a charity organisation that KIND has partnered with for community support initiatives as part of the brand's kindness movement and community building efforts.
- Element London LimitedcorePrize Provider and data processor for the New York Trip promotion. Element London Limited (Company number 07073848) handles prize fulfilment including booking flights, hotel accommodation, food tour, cookery class, and dinner in Manhattan for the winning trip for 2. Located at Unit 9 Featherbed Court, Mixbury, Brackley, England, NN13 5RN.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
KIND Snacks UK competitors and assessment
Company assessmentDirect peers
- Nakd (Natural Balance Foods): UK natural snack brand producing Nakd fruit-and-nut bars and Trek protein bars. Closely comparable to KIND on clean-label, whole-food positioning in the UK better-for-you bar category.
- Graze: UK-based better-for-you snack brand offering nut, seed, and fruit-based snack boxes and bars. Direct competitor in the UK healthy-snacking segment with overlapping customer base of health-conscious consumers.
- RXBAR: US-based clean-label protein bar brand owned by Kellanova. Closely comparable on minimal-ingredient, whole-food protein bar philosophy with KIND Protein.
- Eat Natural: UK-based whole-nut and fruit bar brand owned by Mondelez. Closely comparable to KIND on whole-nut, no-added-ingredient bar positioning and similar UK supermarket distribution.
- Barebells: Swedish functional protein bar brand with strong UK expansion. Competes head-to-head with KIND Protein on protein-per-gram, flavour breadth, and convenience-store placement.
- Grenade: UK protein bar and functional snack brand. Direct competitor to KIND Protein in the UK fitness-and-gym snack segment, with overlapping distribution across Tesco, Holland & Barrett, and gym retail.
Emerging players
- PROBAR: US plant-based protein and whole-food bar brand. Comparable to KIND on whole-food ingredient philosophy, with overlapping better-for-you positioning though smaller UK presence.
Regional players
- 9BAR: UK-based original whole-nut snack bar brand. Closely comparable on whole-nut-first formulation and UK retail footprint, though with a more limited product range than KIND.
Broad incumbents
- Nature Valley: General Mills' global granola and snack bar brand. Larger incumbent competing across UK grocery channels with broader bar portfolio and deeper trade marketing spend.
- Clif Bar: Mondelez-owned energy and protein bar brand. Overlaps with KIND on better-for-you snacking positioning and global retail footprint; larger portfolio player.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
KIND Snacks UK social profiles
Digital presenceKIND Snacks UK financial estimates
Financial estimateRevenue estimate
Valuation estimate
KIND Snacks UK leadership team
Management profileNumber of profiles
KIND Snacks UK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KIND Snacks UK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KIND Snacks UK
What does KIND Snacks UK do?
KIND Snacks UK manufactures and sells whole-nut-based snack bars (40g KIND® Bars) and protein-enriched snack bars (50g KIND® Protein, 12g protein each) across the UK and Ireland. Products are sold through major UK supermarket chains (Sainsbury's, Tesco, Waitrose, Co-op), health and pharmacy retailers (Holland & Barrett, Boots), premium organic grocers (Whole Foods UK), e-commerce (Amazon UK), and the brand's own direct-to-consumer website. All products use whole nuts as the #1 ingredient, contain no artificial colours, flavours or preservatives, and are packaged in monomaterial recyclable wrappers introduced in 2022.
Is KIND Snacks UK a public or private company?
KIND Snacks UK is a private company. It is classified as corporate owned and is currently operating.
When was KIND Snacks UK founded?
KIND Snacks UK was founded in 2015. It employs 11 to 50 people.
Where is KIND Snacks UK based?
KIND Snacks UK is headquartered in London, United Kingdom, in the Europe region.
How does KIND Snacks UK make money?
Three revenue lines are on record. KIND Snack Bars (Core Range) is the primary driver. The others are KIND Protein Bars and promotional Sweepstakes Revenue Driver.
Who are KIND Snacks UK's main competitors?
Direct peers on record are Nakd (Natural Balance Foods), Graze, RXBAR, Eat Natural, Barebells and Grenade. PROBAR is listed as an emerging player. 9BAR is listed as a regional player. Broad incumbents are Nature Valley and Clif Bar.
Does KIND Snacks UK have an API?
No public API is recorded for KIND Snacks UK.
What industry is KIND Snacks UK in?
KIND Snacks UK's product category is Snack Bars. Its primary akta.pro industry code is AFAKAIAN, Health/Protein Snack Bars Manufacturing, with a secondary code of CRADABAF, Nuts, Seeds & Trail Mix Snacks. Its NAICS code is 311919 and its SIC code is 2000.