Kind LLC, stylized as KIND, is a snack food company based in New York City. It was founded in 2004 by Daniel Lubetzky. Since 2020, it has been a subsidiary of Mars Inc. Daniel Lubetzky founded Kind in 2004. The company earned about $1 million dollars in revenue their first year. In 2008, private equity firm VMG Partners invested in Kind. The investment enabled the company to scale its sampling efforts to get more people to try Kind bars. When VMG got involved, Kind bars were only sold in 20,000 locations and Lubetzky's sampling budget was $800. By 2009, that budget was $800,000 and offering free samples became a large part of the Kind marketing plan. In 2014, Lubetzky bought all of VMG's shares. More information...
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