BE-KIND Caramel Almond snack bar

BE-KIND (known as KIND in North America) is a prominent brand of nut-based snack bars founded by Daniel Lubetzky in 2004. Originally based in New York City, the brand gained popularity by focusing on whole-ingredient snacking. In 2017, Mars, Incorporated acquired a minority stake in the company to help lead its international expansion under the name BE-KIND. By late 2020, Mars completed the full acquisition of KIND North America, uniting the brand globally.

Today, BE-KIND products are manufactured in multiple locations across North America and Europe to serve different regional markets. The brand remains a subsidiary of the global confectionery and pet food giant Mars, Incorporated.