M & M’s and Snickers maker buys Kind bars to buy healthy snacks

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Terms of the deal, announced Tuesday, were not disclosed.

This comes at a time when consumers are increasingly interested in healthy snacks and food products. Mars, which sells candy like M & M’s, Snickers, and Twix, doesn’t have much to offer on this front.

Mars purchased a minority stake in Kind in 2017. As part of this agreement, it took control of Kind International, helping to expand the business outside of the United States and Canada. The deal announced on Tuesday will also make Mars the owner of Kind North America.

Mars adds Kind bars to its portfolio

With the help of Mars’ initial investment, Kind began selling its products in over 35 countries and launched new items, like chilled nut butter protein bars and healthy, gourmet snacks like bark. of dark chocolate, the companies said in a press release.

Although candy sales have increased during the pandemic, when people search for comfort food and hold outdoor gatherings with S’mores, there are signs the pandemic will ultimately increase consumer interest in healthy foods.

“In this Covid environment … interest in food as a medicine grows even stronger,” wrote Nicholas Fereday, senior consumer food analyst at Rabobanks, in a November report on food trends for 2020.

Kind executive chairman Daniel Lubetzky, who founded the company, will maintain a financial stake in Kind and “play a key role in the future development and expansion” of the brand, according to a statement.

Mars is privately held and has a large portfolio beyond its edible offerings. The company owns pet food brands like Pedigree and Whiskas, and provides health care for pets through pet hospitals.

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