BeKind Protein Bars

BeKind, often stylized as KIND, is a leading brand in the nutritional snack market. Originally founded in the United States in 2004 by Daniel Lubetzky, the brand was built on the premise of creating snack bars with whole ingredients that are both healthy and tasty. The brand's philosophy centers on the 'KIND Promise,' which focuses on using nutrient-dense ingredients like whole nuts, fruits, and grains as the first ingredient.

Over the years, the brand expanded its reach globally through a strategic partnership with Mars, Incorporated. Manufacturing occurs across multiple countries to serve various international markets, ensuring freshness and responding to local demand. The brand is highly regarded for its commitment to social impact and transparency in labeling, often leading the industry in sugar reduction and clean-label initiatives.

In 2020, Mars, Incorporated completed its acquisition of the company, bringing KIND fully into its snacking portfolio alongside iconic brands like M&M’s and Snickers. This acquisition has allowed the brand to utilize Mars' extensive global distribution network, moving it beyond a niche health snack into a mainstream global household name. As of 2026, it remains a flagship brand for health-conscious consumers within the Mars global ecosystem.