do the kind thing for your body, your taste buds & your world®

Whole Grain Oats

for your body

We believe if you can’t pronounce an ingredient, it shouldn’t go into your body. Actually, it shouldn’t even go into your pantry. KIND® products are made from nutritionally-dense ingredients like whole nuts, fruits and whole grains – no secret ingredients and no artificial flavours, preservatives or sweeteners.


for your taste buds

We believe that people don’t need to choose between health and taste when it comes to snacking. We use premium, better-for-you ingredients that are kind to your body without sacrificing quality or flavour.

KIND Almond Dark Chocolate & Sea Salt Bar Heart

for your world

We believe in inspiring and celebrating kindness. By improving the way we live, eat and relate to one another, we hope to foster communities that are healthier, more empathetic and embrace our shared humanity.

life at KIND

See what our KIND team is up to or, better yet, join us!

Man and two women discussing kind products
Woman offering a kind bar sample
Woman offering kind bar samples to a customer
Little girl holding drawing of bird
Women talking at conference

how it all started

Photo of Daniel Lubetzky

about Daniel

Daniel Lubetzky is on a mission to build bridges between people. He is the founder & CEO of KIND, a not-only-for-profit that makes delicious and nutritious snack foods. Drawing on his experiences in the food industry, Daniel recently founded an independent organization called Feed the Truth, which seeks to improve public health by making truth and transparency the foremost values in today’s food system. A pioneering social entrepreneur, Daniel also founded or co-founded PeaceWorks Inc.Maiyet, and the OneVoice Movement. In 2015, President Barack Obama and Commerce Secretary Penny Pritzker named him a Presidential Ambassador for Global Entrepreneurship. He is the author of the bestseller Do the KIND Thing.