KIND bars: Daniel Lubetzky. From peace in the Middle East to a $5 billion snack bar

Daniel Lubetzky's journey from attempting to build peace in the Middle East through his company PeaceWorks to founding the $5 billion snack empire Kind Bars is a testament to resilience, adaptability, and the power of purpose. Starting with a mission-driven venture that paired Israeli and Arab entrepreneurs to produce gourmet spreads, Lubetzky quickly learned that while the story was compelling, consumers weren't buying the product—because it wasn't good enough. After a near-fatal blow when a key distributor altered the formula of a successful bar, he pivoted to create Kind Bars, a product built on three pillars: kind to your body, kind to your taste buds, and kind to your world. With a focus on clean ingredients, transparent packaging, and a powerful brand ethos rooted in his father’s legacy of kindness, Kind Bars exploded in popularity, especially after securing placement in Starbucks and Whole Foods. Despite initial skepticism and financial strain, Lubetzky’s disciplined execution, strategic partnerships, and relentless grit turned Kind into a global success. In 2020, Mars acquired the brand for billions, but Lubetzky remained committed to his original mission—building bridges across divides—through initiatives like the One Voice Movement. Even as he stepped away from day-to-day operations, he continues to advocate for a world defined not by extremists, but by 'builders' who unite rather than divide.