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October 15, 2019

Kind eyes new segments through Creative Snacks acquisition

Mars-backed, US snacks business Kind has made its first acquisition, buying a local peer for an undisclosed sum.

By Leonie Barrie

Mars-backed, US snacks business Kind has made its first acquisition, buying local peer Creative Snacks for an undisclosed sum.

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New York-based Kind, known for its cereal bars, said the deal to buy the North Carolina-based Creative Snacks will allow it to offer “healthy snacks” across more segments.

Founded in 2009 by Hilary and Marius Andersen, Creative Snacks’ portfolio includes almond and coconut nut clusters, trail mixes, granolas and pretzels. 

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.”

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

Confectionery giant Mars acquired a minority stake in Kind in 2017. Lubetzky, who set up Kind in 2004, vacated the CEO role earlier this year, moving to executive chairman. Kind’s president and COO, Mike Barkley, was appointed CEO.

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What’s missing from your IPO industry assessment?

IPO activity all but stopped in 2020, as the investment community grew wary of the effects of COVID-19 on economies. No matter how deserving a business was of flotation, momentum was halted by concerns of when a ‘new normal’ of working patterns and trade would set in. Recently, sentiment has changed. Flotations picked up again during the second half of 2021, and now in 2022 the mood is decidedly optimistic. Business leaders have their eyes on fast rebounding economies, buoyant market indices and the opportunity once again to take their businesses public. As a result, global IPOs are expected to hit back this year. With GlobalData’s new whitepaper, ‘IPOs in Consumer and Retail: 5 must-include elements for your prospectus industry report’, you can explore exactly what is needed in the essential literature. GlobalData’s focus lies in the critical areas to get right:
  • Macroeconomic and demographic environment
  • Consumer context
  • Industry environment
  • Competitive environment
  • Route to market
Interested to learn more about what to include in your IPO Industry Assessment report? Download our free whitepaper.
by GlobalData
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