Kind Snacks
Healthy snack bar company emphasizing whole ingredients.
PE-OWNED
Acquired by General Atlantic2017-11-01
What Made It Great
Healthy snacks made with ingredients you can see and pronounce.
What PE Will Likely Do
Kind Snacks will likely see ingredient downgrades, replacing higher-quality whole food ingredients with cheaper, less nutritious alternatives
Kind Snacks may reduce package sizes of their snack bars while maintaining or even increasing prices (shrinkflation)
Kind Snacks could consolidate their manufacturing, leading to changes in supply chain and potential quality control issues
Kind Snacks may alter their product recipes to reduce costs, potentially changing the taste, texture, and nutritional profile of their snack bars
Expected Timeline
“0 to 6 months months”
Minimal visible changes as ownership transition takes place
“6 to 12 months months”
Behind-the-scenes changes to suppliers and product formulas begin
“12 to 24 months months”
Consumers start noticing quality differences in Kind Snacks products, with complaints about taste, texture, and nutritional content increasing
Similar Cases
Other companies that followed a similar path after PE acquisition
What You Can Do
Actions
Closely monitor any changes in the ingredients, package sizes, and overall quality of Kind Snacks products
Be aware that the brand's reputation and commitment to healthy, whole food ingredients may be at risk under new PE ownership
Consider switching to alternative healthy snack options if the quality of Kind Snacks products declines significantly
Alternatives
Look for family-owned or employee-owned businesses