Daniel Lubetzky

Current Company

KIND Snacks — Founder & Executive Chairman

Building KIND on Transparency

Daniel Lubetzky founded KIND Snacks in 2004 with a simple idea: make snack bars from ingredients you can see and pronounce. Born in Mexico City to a Holocaust survivor father, Daniel Lubetzky was shaped by his father's experience of receiving acts of kindness from strangers during the war — a value he embedded in the company's name and mission. KIND's transparent wrapper, which let consumers see the whole nuts and fruits inside, became a visual symbol of the brand's honesty-first approach.

KIND grew from a bootstrapped startup into one of America's best-selling snack brands, generating over $1 billion in annual retail sales. Daniel Lubetzky built the company without traditional venture capital, maintaining control and staying true to a mission that balanced profitability with social impact. In 2020, Mars Inc. acquired a majority stake in KIND, but Lubetzky remains Executive Chairman and continues to shape the brand's direction.

Entrepreneurship as a Force for Good

Before KIND, Daniel Lubetzky founded PeaceWorks, a company that created joint ventures between Arab and Israeli neighbors to produce Mediterranean food products — a business model explicitly designed to build economic interdependence across conflict lines. That social-enterprise DNA runs through everything Lubetzky has built, including KIND's ongoing commitment to community development and its foundation's work on social-emotional learning.

Daniel Lubetzky now also serves as a guest Shark on Shark Tank and invests through Camino Partners in health and wellness brands. His approach to entrepreneurship — that business can and should be a vehicle for social change without sacrificing commercial performance — has influenced a generation of mission-driven CPG founders. In an industry dominated by conglomerates, Daniel Lubetzky proved that a brand built on authenticity and values can compete at the highest level.