KIND to acquire soft-baked snack bar company Nature’s Bakery

Snacks maker KIND has agreed to acquire Nature’s Bakery, a family-owned better-for-you snacks company, for an undisclosed sum.

However, citing undisclosed sources The New York Times reported that the deal could be valued at around $400m.

The deal comes just weeks after confectionery company Mars finalised an agreement to purchase KIND North America.

Established in 2011, Nature’s Bakery offers a wide range of snack products including fig bars and other soft-baked foods.

The company claims that all its snack products are made with real, simple and wholesome ingredients such as sun-ripened fruit and hearty whole grains.

Nature’s Bakery products are free from dairy and nuts and are 100% Non-GMO Project Verified.

Its product portfolio includes whole wheat fig bars, gluten-free fig bars, oatmeal crumble bars and double chocolate brownie bars.

The company’s founder Dave Marson said: “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.”

The transaction could advance KIND’s objective to create a foremost health and wellness platform as a separate business within Mars.

KIND founder and executive chairman Daniel Lubetzky said: “If you look at pantries across the country, odds are you will find KIND and Nature’s Bakery products sitting side-by-side.

“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 & wellness platform.”

Under the agreement, Chris Lansing will continue her association with Nature’s Bakery as the company’s CEO and will be reporting into KIND global president Juan Martin.

Completion of the deal is subject to regulatory approvals and customary closing conditions.