Nature’s Bakery is a family-owned company offering snack bars made with wholesome ingredients
Nature's Bakery
Photo as seen on the company Facebook page

Healthy snacking company Kind has agreed to acquire Nature’s Bakery, a family-owned company that offers wholesome snacks, such as its flagship product Fig Bars and other soft-baked foods. The news follows the recent acquisition of Kind by snacks giant Mars.

“As a multi-generational family of bakers, we sought to create a company committed to making wholesome snacking accessible to active families everywhere. Nature’s Bakery will benefit from continued reach and expansion of this vision through its partnership with Kind,” said Dave Marson, founder of Nature’s Bakery.

The deal will extend Mars’ portfolio of businesses in the health and wellness space and build on Kind and Mars’ shared vision to build a platform of brands and products that make wholesome snacking choices more readily available to people everywhere.

“If you look at pantries across the [the US), odds are you will find Kind and Nature’s Bakery products sitting side-by-side,” said Daniel Lubetzky, founder and executive chairman of Kind.

Lubetzky said both brands have created loyal followings by being true to their unique value propositions.” It comes as no surprise that, along with Kind, they remain one of the growth leaders within the snack bar category. We are excited to welcome them to the Kind family and support the team’s next chapter as part of our growing health and wellness platform.”

Healthy snacking

Founded in 2011, Nature’s Bakery entered the market to deliver better-for-you snacks that taste as good as they make you feel. 

The company bakes its own bars with recipes that prioritise real, simple and wholesome ingredients like sun-ripened fruit and hearty whole grains to create snacks that are plant-based, nut-free, dairy-free, and 100% Non-GMO Project Verified. 

Kind argued that Nature’s Bakery’s soft-baked, nut-free favourites will be a differentiated and complementary offering to its existing portfolio, whose first ingredient is a nutritionally dense food such as whole nuts, whole grains or whole fruit.

“We know consumers love our soft-baked snacks, and this is a unique opportunity to introduce even more families to our full portfolio of snacks, baked with the nourishing ingredients and delicious recipes we have always been known for,” said Chris Lansing, chief executive officer of Nature’s Bakery.

Lansing will continue in his role, reporting into Juan Martin, global president for Kind.

Date published: 2 December 2020

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