Daniel Lubetzky, Founder and Executive Chairman of KIND Snacks

Published on6 DEC 2019

Daniel Lubetzky discusses founding and building a billion-dollar snack bar brand in an increasingly competitive market and how social consciousness drives the mission of KIND Snacks. 

On founding KIND: “I was crisscrossing the United States to sell products in every neighborhood that I could meet…. And I was very frustrated with my own snacking options because everywhere I went it was all either very indulgent and it was just full of sugar or it tasted like cardboard or like plastic or indulgent and plastic. And I had this idea to use ingredients you can see and pronounce, which is literally our trademark today. And that's how we came up with KIND. And I felt that the same need that I had others would have and it turned out to be right.”

On the culture that drives KIND: “We still see ourselves and feel that we're the disruptors, but we are now selling about a billion bars a year. And you need to remind yourself that you need to have that hunger and that hustle and that every single interaction matters. Whether it's Costco or Whole Foods or Starbucks or Wal-Mart or Target, which are very, very important partners to us, or whether it's that corner grocery that is a solo operation, every one of those interactions absorb into becoming what KIND is.”

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