BE-KIND B3TER Cacao Crunchy Granola

B3TER is a brand extension associated with the well-known healthy snacking brand, KIND (often stylized as BE-KIND in international markets). This specific product line, Crunchy Granola, emphasizes a plant-based, natural approach with no added sugars, catering to the growing consumer demand for clean-label breakfast options.

The brand was originally founded by Daniel Lubetzky in the United States under the company Kind LLC. Known for its 'Kind Cause' and focusing on whole ingredients, the brand grew rapidly into a global leader in the snack bar and granola categories.

In 2020, the global food giant Mars, Incorporated completed its acquisition of Kind North America, having previously taken a minority stake to manage international distribution. Today, the brand operates as a standalone business within the Mars portfolio, utilizing Mars' immense global supply chain while maintaining its original focus on health-conscious ingredients and social impact.