# KIND

KIND is a Government / Public Body based in Seoul, South Korea.

## Overview

- **Organization type:** Government / Public Body
- **Headquarters:** Seoul, South Korea
- **Region:** Asia
- **Address:** Seoul, South Korea
- **Founded:** 2004
- **Assets under management:** Undisclosed
- **Website:** kind.kr
- **LinkedIn:** https://www.linkedin.com/company/kind-korea

## About

KIND is an SEC-registered investment adviser with $1 million in regulatory assets under management. The firm manages $600,000 on a discretionary basis. It has 1 employee and 1 investment adviser.

## Sectors

- Consumer & Retail
- Food & Beverage
- Health & Wellness

## People

- Daniel Lubetzky — Founder

## Questions

### How does Lubetzky's office source its investments?

The office sources primarily through Lubetzky's personal network, which was built over decades founding and scaling KIND Snacks. This network includes fellow entrepreneurs, consumer-brand operators, and investors he met through organizations like YPO. Deals tend to be proprietary or lightly intermediated, drawing on his reputation as a founder-operator rather than a traditional institutional process.

### What kinds of companies does the office typically invest in?

The primary focus is consumer-facing brands in food, beverage, health, and wellness — segments Lubetzky knows from his operating career. Confirmed investments include CAVA, the fast-casual Mediterranean brand, and Barry's, the premium fitness studio chain. The office has also shown interest in media, evidenced by Lubetzky's exploration of a bid for Paramount Global in late 2023.

### What is Lubetzky's relationship with Mars, Inc. and the KIND brand today?

Mars acquired KIND North America in 2020 in a deal valuing the business at roughly $5 billion. Lubetzky retained a minority ownership stake and maintained a leadership role in KIND International for a transitional period. His family office's capital is separate from Mars and the ongoing KIND operations, though the brand association remains a part of his public identity.

### Does the office invest in funds or only direct deals?

The known investment activity points overwhelmingly toward direct equity and co-investment alongside selected partners, such as SWaN & Legend Venture Partners in the CAVA deal. There is no public evidence of significant fund-of-funds activity or commitments to blind-pool venture capital funds.

## Related profiles

- [Kina Funds Management](https://altss.com/profile/kina-funds-management)
- [Kinder Morgan](https://altss.com/profile/kinder-morgan-inc-kmi)

---

Last updated: 2026-06-03T20:00:00.000Z

Canonical page: https://altss.com/profile/kind

Maintained by Altss — https://altss.com — methodology: https://altss.com/methodology