Brunswick Group represents Kind North America, which is positioned as the health snacking leader, as it agrees to be acquired by candy giant Mars Inc. in an estimated $5B deal.
The maker of Snickers, M&Ms, Milky Way, Twix and Skittles acquired a minority stake in Kind in 2017.
Privately held Mars has been distributing Kind’s bars in 35 countries. Kind North America and Kind International will now be merged into a single entity.
Kind founder Dan Lubetsky said the Kind and Mars teams have complemented and strengthened each other during the past three years.
“We are now well-positioned to further advance our efforts and continue building a foremost health and wellness platform," he said.
Brunswick’s Jayne Rosefield and Blake Sonnenshein are working the deal.