BE-KIND Protein Dark Chocolate Nut bar

BE-KIND (known as KIND in North America) is a prominent snack brand originally founded in 2004 by Daniel Lubetzky in the United States. The brand gained massive popularity by focusing on whole-nut and fruit-based snacks, distinguishing itself with transparent packaging that showcases the ingredients.

While the brand started as an independent venture, it entered a strategic partnership with Mars, Inc. in 2017. By 2020, Mars acquired the remaining stake in KIND North America, integrating it fully into their global portfolio. Outside of North America, the brand is marketed as BE-KIND to comply with specific local regulations or branding strategies. Production primarily takes place in the United States, utilizing global supply chains for nuts and cocoa.