Mars’ Kind Snacks has announced the appointment of Daniel Calderoni as CEO of its North American operations. With over 20 years of experience leading consumer brands at Mars and Unilever, Calderoni will report to Blas Maquivar, global president of health and wellness at Mars Snacking.
Calderoni, who most recently served as the general manager for Mars Pet Nutrition in Canada, expressed his belief in an organization’s purpose as its true differentiator. He is eager to lead the brand into its next chapter and shape the future of snacking.
Calderoni’s appointment comes as he takes over from Russell Stokes, who has left Mars for another opportunity. This transition aligns with Mars’ efforts to finalize its $36 billion acquisition of Kellanova, the manufacturer of RXBar and Nutri-Grain bar, amidst consumer trends of cutting back on purchases due to inflation.
With a background in pet food at Mars and handling hair and home care products at Unilever, Calderoni’s new role at Kind bridges these categories. He will be responsible for advancing the brand’s mission of creating bars with plant-based, nutrient-dense ingredients.
Since being acquired by Mars in 2020, Kind has expanded beyond its core bar to offer a range of snacking options including chocolate, soft granola, cereal bars, and frozen bars. Calderoni’s leadership will drive growth in the bars, healthier items, and on-the-go products categories where Kind is a key player. Maquivar expressed excitement about Calderoni’s track record of growth and leadership, making him the third CEO to oversee Kind in the last three years.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
