[4] The investment enabled the company to scale its sampling efforts to get more people to try Kind bars.

When VMG got involved, Kind bars were only sold in 20,000 locations and Lubetzky's sampling budget was $800.

[5] By 2009, that budget was $800,000 and offering free samples became a large part of the Kind marketing plan.

[9] In December 2020, Kind acquired snack bar company Nature's Bakery.

[13] In November 2020, Mars announced that it would increase its minority position to full ownership, in a deal worth $5 billion.

[citation needed] In 2008, they launched Kind Plus, a line of whole nut and fruit bars with fiber and antioxidants.