BE-KIND Snack Bar

BE-KIND (branded as KIND in North America) is a major global brand known for its nut-based nutrition bars. The brand was founded in 2004 with a focus on using whole ingredients and promoting 'kindness' as a core brand philosophy. Originally an independent company, its rapid growth in the healthy snacking segment caught the attention of global food giants.

In 2017, Mars, Incorporated took a minority stake in the company to help expand its international presence. By 2020, Mars acquired the brand entirely. While the headquarters remain in New York, manufacturing is distributed to serve various global markets, though the majority of production remains focused in North American facilities. In many international markets, including Europe and parts of Asia, the bars are labeled under the 'BE-KIND' trademark to avoid legal or branding conflicts.