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Kennedy's Bakery Production Magazine | January 17, 2021

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Mars brand KIND acquires healthy snacking company Nature’s Bakery

Mars brand KIND acquires healthy snacking company Nature’s Bakery

Healthy snacking leader KIND has announced that it has entered an agreement to acquire Nature’s Bakery – a family-owned company that offers wholesome snacks.

This partnership is expected to 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.

Nature’s Bakery was built on a promise to always deliver better-for-you snacks that “taste as good as they make you feel”.

This planned transaction advances KIND’s commitment to create a foremost health and wellness platform as a separate business within Mars.

Daniel Lubetzky, Founder and Executive Chairman of KIND 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.”