Kind is to lay off 90 staff by year-end due to what the US-based snacks maker said was changes in its “go-to-market approach”.
The New York-based business, partially owned by confectionery giant Mars, said in a statement sent to just-food the affected workers are mainly in the management teams falling within marketing, sales and accounts.
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It added: “Our new go-to-market approach is designed to support the continued growth of Kind. Specifically, it enhances our ability to more closely manage key accounts, greatly expands our retail coverage, and scales our consumer sampling reach to capture new households nationwide.
“It marks a substantial change for Kind, impacting approximately 90 team members across our field marketing, field sales and account management teams. These team members have helped build Kind into what it is today and we are immensely grateful for their contributions.”
Kind added it will provide support to the affected workers.
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The business is run by chief executive Mike Barkley, who superseded founder Daniel Lubetzky earlier in the year having previously held the president and chief operating officer roles. Lubetzky founded Kind in 2004 and is now executive chairman.
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By GlobalDataEarlier this month, Kind acquired local peer Creative Snacks, which counts trail mixes, granolas and pretzels among its product offering.
