BE-KIND Dark Chocolate Nuts & Sea Salt bar

BE-KIND (known as KIND in North America) is a prominent brand of snack bars originally founded in 2004 by Daniel Lubetzky in New York City. The brand was built on the premise of making healthy snacks with transparent ingredients that are 'kind' to your body.

Over the years, the brand saw exponential growth, leading to a major partnership with the global food conglomerate Mars, Incorporated in 2017. By 2020, Mars acquired the brand entirely to expand its healthy snack portfolio worldwide.

While the products were initially manufactured exclusively in the United States, current global distribution involves manufacturing facilities across multiple regions to support international demand, including locations in North America and Europe. In international markets like France, the brand uses the 'BE-KIND' prefix to distinguish its identity while maintaining the same nutritional standard.