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

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-04-20
- Length: 1h 05m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-20-kind-bars-daniel-lubetzky-from-peace-in-the-middle-east-to-a-5-billion-snack-bar

## Summary

Daniel Lubetzky, founder of Kind, explains how his initial company PeaceWorks failed to sell gourmet spreads because consumers prioritized product quality over social missions, leading him to pivot. He details the creation of the KIND bar, focusing on the mechanical engineering challenges of preserving whole nuts and the industrial design of transparent packaging. Lubetzky also discusses critical business decisions, including the early, disastrous entry into Walmart due to lack of operational readiness and the strategic pivot to Starbucks sampling that drove massive growth.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-20-kind-bars-daniel-lubetzky-from-peace-in-the-middle-east-to-a-5-billion-snack-bar#t=0) Introduction: Daniel Lubetzky and the $5 billion snack empire
- [4:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-20-kind-bars-daniel-lubetzky-from-peace-in-the-middle-east-to-a-5-billion-snack-bar#t=272) Daniel's father's Holocaust survival and influence on kindness
- [17:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-20-kind-bars-daniel-lubetzky-from-peace-in-the-middle-east-to-a-5-billion-snack-bar#t=1034) Founding PeaceWorks and the failure of mission-driven sales
- [30:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-20-kind-bars-daniel-lubetzky-from-peace-in-the-middle-east-to-a-5-billion-snack-bar#t=1805) The collapse of the B Natural bar and the birth of KIND
- [36:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-20-kind-bars-daniel-lubetzky-from-peace-in-the-middle-east-to-a-5-billion-snack-bar#t=2170) Engineering whole nuts and transparent packaging design
- [47:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-20-kind-bars-daniel-lubetzky-from-peace-in-the-middle-east-to-a-5-billion-snack-bar#t=2840) The Walmart mistake: entering big box retail too early
- [55:35](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-20-kind-bars-daniel-lubetzky-from-peace-in-the-middle-east-to-a-5-billion-snack-bar#t=3335) Starbucks sampling strategy and scaling production
- [1:02:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-20-kind-bars-daniel-lubetzky-from-peace-in-the-middle-east-to-a-5-billion-snack-bar#t=3734) The Mars acquisition and current mission work

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Mechanical engineering](https://hardwarepodcasts.com/topic/mechanical-engineering)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

founders before launch, early-stage companies, companies scaling up, large enterprises

## Mentioned

- PeaceWorks (product)
- KIND (product)
- Whole Foods (company)
- Walmart (company)
- Starbucks (company)
- Mars (company)
- B Natural (product)
- One Voice Movement (other)

## Related episodes from other shows

- [354 - Beyond the dieline with the incomparable Jake Karls from Mid-Day Squares](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-07-22-354-beyond-the-dieline-with-the-incomparable-jake-karls-from-mid-day-squares) (People of Packaging)
- [Founders Feature: Lucy Dana of One Trick Pony](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-21-founders-feature-lucy-dana-of-one-trick-pony) (The Startup CPG Podcast)
- [Founder Feature: Houston Buehrle of Little Zing](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-02-founder-feature-houston-buehrle-of-little-zing) (The Startup CPG Podcast)
- [350 - Beyond the Dieline - Dr Juan from PNuff Crunch joins Tom Seymour](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-05-27-350-beyond-the-dieline-dr-juan-from-pnuff-crunch-joins-tom-seymour) (People of Packaging)
- [Founder Feature: Ehime Eigbe-Akindele of Sweet Kiwi](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-07-founder-feature-ehime-eigbe-akindele-of-sweet-kiwi) (The Startup CPG Podcast)

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