NEW YORK and MCLEAN, Va. – KIND, and Mars Inc. announced a strategic partnership whereby Mars will take a minority stake in KIND. As part of the agreement, the two companies will grow KIND's product offerings and business globally, utilizing each other's strengths.

The partnership will allow KIND to continue to drive positive change in the food industry. KIND will provide Mars with a trusted brand to anchor a newly formed global health and wellness platform, while Mars will provide KIND with its international model to expand into new markets. KIND will continue to operate independently, led by its majority stakeholders, founder Daniel Lubetzky and the KIND team, with its existing headquarters in New York. As part of the agreement, Mars will lead the growth of the business outside the U.S. and Canada. The partnership will also enable KIND to expand into new categories.

"When we introduced our first whole nut and fruit bar in 2004, we set out on an ambitious mission to do things differently and challenge false compromises by offering snacks that were healthy and tasty as well as wholesome and convenient. It's been exciting to see the reach and impact of our mission, and with our partnership with Mars, we're looking forward to continuing on this journey as we empower more people to make healthy eating decisions across the globe," said Daniel Lubetzky, founder and CEO of KIND.

"This is a partnership built on mutual admiration and a shared vision for growth," said Grant F. Reid, CEO and president of Mars. "We believe there is tremendous opportunity to build on the success of KIND's product portfolio in new markets."

The partnership will also empower KIND to scale its social mission and fulfill its vision to use business as a vehicle for social change. In that spirit, Lubetzky plans to donate $25 million to The KIND Foundation, a separate philanthropic entity that aims to foster kinder and more empathetic communities.