KIND: Socially Responsible

by Heidi Andrianos

Part of an ongoing series about interesting, food companies.

What the company does: Since 2004, KIND has been on a mission to make the world a little kinder, one snack and act at a time. They make with nutrient-dense, premium ingredients including nuts, seeds, whole grains, and fruit that are recommended for a diet. All snacks are gluten free, do not contain genetically engineered ingredients, and are not sweetened with sugar alcohols or artificial sweeteners.

Kindness has always been at the core of the business. The company was founded with a social mission, the KIND Movement, which celebrates and inspires kindness. Today, the Movement is brought to life through the brand and The KIND Foundation.

How is the company socially responsible?

Do the Kind Thing for your body, your taste buds & your world®

As a “not-only-for-profit®” company, KIND believes that people don’t have to choose between health and taste when it comes to snacking. Their snacks are made with premium, nutrient-dense ingredients that are kind to your body without sacrificing quality or flavor. According to them, “We believe if you can’t pronounce an ingredient, it shouldn’t go into your body.” 

In addition to improving the health of his own customers, in 2017 founder and CEO Daniel Lubetzky helped launch Feed the Truth, an independent nonprofit staffed by health-policy experts, whose goal is to promote public health and increase transparency in the food industry by revealing and counteracting misinformation that influences nutrition policy, undermines sound nutrition science, and creates a food system that does not promote health. In March, the organization launched its search for a founding executive, and is currently in the process of drafting its strategic priorities. Lubetzky has pledged to donate $25 million over the next 10 years to fund the organization’s research and outreach activities. (Feed the Truth) (Food Navigator)

Make the world a little kinder

Every day, the company encourages its community and team members to perform deliberate acts of kindness using “ cards.” These cards are distributed when someone does a kind act, and each one has a special code enabling the recipient to receive a complimentary snack bar.

The KIND Foundation is a 501(c) (3) organization that aims to foster kinder and more empathetic communities. The Foundation’s signature initiative is Empatico, a free tool that helps educators connect their classroom with others around the world through video activities designed to foster meaningful interactions among students. (KIND)

Company Origin:
In 1994, Daniel Lubetzky founded PeaceWorks, which strove to bring together neighbors on opposing sides of political conflicts in the Middle East in order to create cultural understanding and profitable economic interdependence. While traveling for PeaceWorks, he grew frustrated with the monopoly of unhealthy foods available at airports, which motivated him to found KIND, with the motto, “Do the KIND thing for your body, your taste buds, and your world.” Although Lubetzky is still the owner of PeaceWorks, KIND now takes up most of his time and attention. (Bizit

Latest “socially responsible” project:
On April 10 and 11, 2019, KIND hosted a Sweeteners Uncovered pop-up event in Manhattan using augmented-reality technology to teach the general public just how much sugar is in seemingly healthy snacks such as granola and energy bars. Also, the company recently filed a nutrient content claim petition urging the FDA to consider the overall ingredients and quality when regulating a food product, rather than just the quantity of one nutrient present in the product. (KIND) (Forbes)

Where to buy: Grocery stores, department stores, convenience stores, and more. Also available to purchase through online retailers and at

Fact Sheet and Details

  • Founding location: N/A
  • Date founded: 2004
  • Main office: NY, New York
  • Core products: More than 80 snacks that offer solutions for a variety of occasions
  • Area(s) served: U.S., Canada & Mexico
  • Founder(s): Daniel Lubetzky
  • CEO: Daniel Lubetzky
  • Website:
  • Phone: 855-884-5463
  • E-mail:
  • Address: P.O. Box 705 Midtown Station NY, NY 10018 (listed on all KIND products)

Social Media

  • Twitter: 
  • Facebook: 
  • Instagram: 
  • Youtube: 

Interesting Stories About KIND:

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