Snickers Owner to Invest in Kind, Third-Biggest Maker of Snack Bars
Mars will operate Kind’s international operations and make use of Mars’s own enormous worldwide distribution network to make
and market Kind products in countries like China, where Mars has over 2.3 million distribution points.
Mars, the privately held company best known for its confectionary brands like M&M’s and Snickers, plans to announce on Wednesday
that it will buy a minority stake in Kind, the maker of wildly popular snack bars.
Mr. Reid, who has spent nearly 30 years at Mars, said he had explored acquiring or making an investment in a health
and wellness food company for the past several years.
Last month, Kellogg announced that it will buy the maker of RX Bars, a popular protein-heavy line of snack bars, for $600 million.
And while Mars is best known for sweets, a huge part of its business is in pet care,
both in the sale of pet food and services like its Banfield pet hospitals.
The company has already been inching in this direction: Last year, it announced plans to remove artificial
colors from its food portfolio, which besides candy includes products like Uncle Ben’s Rice.
For Mars, which is the sixth-largest privately held company in the United States, the deal offers a toehold into a world
that touts the use of almonds, chia seeds, amaranth and buckwheat as selling points.

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