Snacks firm Kind has entered into an agreement to acquire snacking company Nature’s Bakery. Terms of the deal were not disclosed.
According to a company press release, the deal will accelerate Kind’s vision to build the foremost health & wellness platform as a separate business within Mars.
Founded in 2011, Nature’s Bakery is a family-owned company created on a promise to “always deliver better-for-you snacks that taste as good as they make you feel'” The company offers plant-based and nut-free snack bars such as fig bars, brownie bars, and other soft-baked options.
“As a multi-generational family of bakers, we sought to create a company committed to making wholesome snacking accessible to active families everywhere. Nature’s Bakery will benefit from continued reach and expansion of this vision through its partnership with Kind”, said Dave Marson, founder of Nature’s Bakery.
Daniel Lubetzky, founder and executive chairman of Kind said: “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”.