KIND

KIND

Healthy nut-and-fruit snack bars

Overview

KIND Snacks makes fruit-and-nut snack bars using transparent, simple ingredients that you can see and pronounce. The bars are ready-to-eat and designed as a healthy, convenient snack built from whole nuts and fruit. The company differentiates itself through its commitment to clear ingredient labeling and a social mission rooted in its founder’s PeaceWorks origin, which guides its business decisions as it grew with investments and a major parent-company relationship with Mars to enable global expansion. The goal is to provide tasty, healthy snacks while supporting social good and economic cooperation, and to bring KIND products to audiences in many countries while maintaining the original mission.

Significant Headcount Growth

About KIND

Simplify's Rating
Why KIND is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Food & Agriculture

Social Impact

Consumer Goods

Company Size

501-1,000

Company Stage

N/A

Total Funding

N/A

Headquarters

New York City, New York

Founded

2004

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Simplify's Take

What believers are saying

  • KIND launched Protein MAX Granola in 2026 with 15 grams protein and zero sugar.
  • The 2025 recyclable paper wrapper pilot builds retailer and ESG appeal at Whole Foods.
  • KIND keeps shipping new SKUs in 2026, including mango pineapple nut bars and raspberry cocoa crisp.

What critics are saying

  • A 2026 class action targets KIND Dark Chocolate Clusters for lead contamination claims.
  • KIND has changed CEOs three times since 2021, weakening execution and brand continuity.
  • Mars owns KIND North America; a strategic downgrade or portfolio shift would hit independence.

What makes KIND unique

  • KIND’s 2025 paper wrapper pilot targets curbside recyclability, unlike most bar brands.
  • Daniel Calderoni became CEO on 2024-09-17, signaling Mars-backed operational discipline.
  • KIND’s 2026 Protein MAX Granola extends its visible-ingredient, better-for-you positioning.

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Benefits

401(k) Retirement Plan

Health Insurance

Dental Insurance

Vision Insurance

Flexible Paid Time Off

Paid Parental Leave

Wellness Program

Gym Membership

Stock Options

Training & Tuition Reimbursement

Charitable Donation Matching

Growth & Insights and Company News

Headcount

6 month growth

8%

1 year growth

8%

2 year growth

8%
Rival Technologies
Aug 19th, 2025
Rethinking the Role of Consumer Insights: Lessons from Kind Snacks

At Quirk's NYC 2025, Donna Foti, Director of Consumer Insights & Analytics at Kind Snacks, delivered a powerful, practical framework for what it takes to evolve an insights function from a reactive research shop into a proactive business engine.

Packaging Insights
May 2nd, 2025
Beyond The Headlines: M&S swaps plastic for paper, Multivac Group and Südpack at IFFA 2025

The Kind Snacks nourishing bars brand introduced its first curbside recyclable paper wrapper pilot in the US.

Citybiz
Sep 17th, 2024
Daniel Calderoni Appointed as New Chief Executive Officer, KIND North America

Today, KIND Snacks announced the appointment of Daniel Calderoni as Chief Executive Officer of KIND North America.

Snack Food & Wholesale Bakery
Jul 29th, 2024
Kind Snacks introduces Kind Kids soft-baked bars

Kind Snacks introduces Kind Kids soft-baked bars.

Snack Food & Wholesale Bakery
May 13th, 2024
Kind Snacks adds new chief customer officer

Mars announced that Beth Jarocki has been appointed chief customer officer, Kind North America and will report to CEO Russell Stokes.

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