Kind marks first acquisition with Creative Snacks

Snack bar brand Kind has acquired ‘better-for-you’ snack manufacturer Creative Snacks Co., expanding its product offering for an undisclosed sum. The acquisition will allow both Kind and Creative Snacks to offer healthy snacks across more categories.

Founded in 2009, North Carolina-based Creative Snacks offers a range of products including almond and coconut nut clusters, trail mixes, granolas, and pretzels.

“We are proud to become part of the Kind family,” said Marius Andersen, founder and CEO of Creative Snacks.

He added: “Creative Snacks has always been a family-owned business founded on something bigger than just snacks – and we believe that aligns perfectly with Daniel and Kind’s broader purpose of fostering a kinder, more empathetic world.”

To date, Kind offers more than 80 snacks that honour the Kind Promise – to use premium, real ingredients – with no artificial sweeteners or added sugar alcohols.

This investment marks Kind’s first acquisition and will broaden its product portfolio and multi-brand approach. According to the New York-based company, the purchase signals its ongoing commitment to becoming the foremost global leader in health and wellness.

Daniel Lubetzky, founder and executive chairman of Kind said: “The Creative Snacks team has demonstrated a clear commitment to quality and a unique ability to craft snacks that are both healthy and delicious.

“We look forward to partnering with Marius and his team to make their award-winning snacks available to more people.”