KIND is owned by Mars (the United States), which acquired the brand on 1 November 2020.[1][2] KIND was founded in 2004 in the United States and was independent until 2020.
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Mars, Incorporated — our brands. Last checked .
KIND makes nut and fruit bars sold in transparent wrappers so buyers can see the whole ingredients, a deliberate contrast to the opaque packaging standard in the category. Mars took a minority stake in 2017 and acquired the company outright in 2020.
The USPTO record for the KIND mark lists KIND MANAGEMENT LLC as the owner of record (serial number 76596770). A trademark is often held by a group company rather than the listed parent, so the registrant's name can differ from the owner named above.[3]
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Mars ownership tree →
See the full Mars brand portfolio (42) →
Mars controls 42 brands on Brandtree, 31 of them in food.
The 15 brands in snack bars on Brandtree belong to 9 owners. The largest is Hero Group, with 4; Mars has 3.
| Brand | Owner | Owner based in |
|---|---|---|
| Corny | Hero Group | 🇨🇭 Switzerland |
| Larabar | General Mills | 🇺🇸 United States |
| Rawbite | Bahlsen | 🇩🇪 Germany |
| Mizo Túró Rudi | Bonafarm | 🇭🇺 Hungary |
| Goûter | Faffa Food | 🇪🇹 Ethiopia |
| BEAR | Lotus Bakeries | 🇧🇪 Belgium |
| Clif Bar | Mondelēz | 🇺🇸 United States |
| Quaker Chewy | PepsiCo | 🇺🇸 United States |
Mars is a family-owned company headquartered in McLean, Virginia, United States, founded in 1911. Brandtree records 42 brands under its control.
Mars is one of the largest privately held companies in the world, owned by the Mars family since Frank Mars began making sweets in Tacoma in 1911. It publishes no financial statements. Its four segments are snacking, pet nutrition, food and Mars Wrigley, and it agreed to acquire Kellanova in 2024.
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; KIND is not one of them.
Mars took full ownership of KIND, having held a minority stake since 2017. The snack bar company had built its position on visible whole ingredients through a transparent wrapper, and its founder stayed on to lead it.
The parent company of KIND is Mars, a family-owned company headquartered in the United States.
Yes. KIND originated in the United States in 2004 and its owner, Mars, is also headquartered in the United States.
Mars completed its acquisition of KIND on 1 November 2020, after announcing the deal on 1 November 2020. The price was not disclosed.
KIND was an independent company from its founding in 2004 until Mars acquired it in 2020.
Yes. As of 27 September 2026, KIND is still owned by Mars. The ownership record was last checked against primary sources on that date.
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
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