Mars & Kind get Snacking

Kind LLC, founded in 2004, was one of the first snack brands to eschew artificial flavors and preservatives and put a nutrient-dense food whole nuts as the first and predominant ingredient. Consumers enjoy a variety of choices when it comes to snacking, and Kind LLC has a proven and strong portfolio of products people love. 

Mars Wrigley ITR will take the lead in expanding the BE-KIND® brand on to the shelves of international travel retail.

Raghav Rekhi, Mars Wrigley ITR Category Director said: “Travelers are looking for more on-the-go snacking options that work for their diverse needs. We believe there is tremendous opportunity to build on the success of KIND’s portfolio in the global travel retail market as we continue to broaden our portfolio to address evolving consumer needs.”

Mars Wrigley International Travel Retail (MITR) will introduce BE-KIND® products to travel retail following its parent company, Mars Incorporated, becoming strategic partners with Kind LLC, a leader in the US snacking category.

As part of the agreement, the two companies will partner to grow KIND® product offerings and business globally, utilising each other’s strengths, in this case using MITR’s expertise in the travel retail market. As of 2020, three winning variants will be available.