M&A bolt-on · Pepsi → target #5 of 10

Kind Snacks

Premium, health-conscious, and transparent snack brand marketed to active, nutrition-focused individuals.

Founded 2004 · Parent: Mars, Incorporated · Competes with Clif Bar, RXBAR, Larabar, Nature Valley · Partnerships: Ofi

Corporate details are Qloo entity data.

Pass

56.3F / 100

90% of the weighted evidence measured

Why this verdict

F 56.3 < 62.

Scores, flags and verdicts are computed in code. The agents can only argue with the ledger; they never set the score.

Six audience metrics

Bar = this target; tick = shortlist average.

m1 Two-way audience affinity

0.74

Harmonic mean of the buyer audience’s affinity for the target and the target audience’s affinity for the buyer’s brands.

m2 Taste-profile overlap

0.21

Rank-weighted overlap of the two audiences’ top-50 cultural taste tags.

m3 Cross-domain agreement

0.81

How strongly the target’s audience embraces the buyer audience’s favourite artists, shows, films and podcasts.

m4 Demographic alignment

0.60

Similarity of the two audiences’ age and gender over-index profiles.

m5 Geographic footprint

0.30

Correlation of metro-level audience affinity, relative to the screened cohort.

m6 Momentum not measured

n/a

Trending rank change over the last 4 weeks vs the 8 before, relative to the cohort.

Qloo's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.

How F is built

Points each metric adds (weights for M&A bolt-on, renormalised over what Qloo could measure).

Metric	Weight	Points
Two-way audience affinity	0.30	24.8
Taste-profile overlap	0.20	4.7
Cross-domain agreement	0.15	13.4
Demographic alignment	0.15	10.1
Geographic footprint	0.10	3.3
Momentum	not measured	–
F		56.3

Qloo explainability: the buyer-side signals driving the forward affinity are Quaker Oats Company (0.26), Gatorade (0.25), Pepsi (0.25), Doritos (0.25).

Shared catalogue categories (Qloo compare): Food & Beverage, Food, Packaged, Snacks.

Where the audiences meet, across culture

The buyer audience’s top titles in each domain, ranked by how strongly Kind Snacks’s audience embraces them.

Music0.76

Embraced: HA-ASH, Juanes, Reik · Least shared: Anuel AA, J Balvin, Arcangel

TV0.89

Embraced: Blown Away, Old Enough!, Lego Masters Australia · Least shared: Saved by the Bell, Doogie Kamealoha, M.D., The L.A. Complex

Film0.76

Embraced: Toy Story 4, Ralph Breaks the Internet, Star Wars: Episode IX - The Rise of Skywalker · Least shared: Spider-Man: Homecoming, Thor: Ragnarok, Ant-Man and the Wasp

Podcasts0.83

Embraced: The Chalene Show | Diet, Fitness & Life Balance, Motivation with Brendon Burchard, Trust and Believe with Shaun T · Least shared: First Take, Talk Is Jericho, The Steve Austin Show

Taste profile overlap

21 of 79 top taste tags shared.

Both over-index on

female protagonistfriendshiprockindieAlternative Rockfamily relationshipscountryhigh school

Buyer only

Pulpo A La Brasa, Seared Diver Scallops, Mole, Hip Hop, male protagonist

Kind Snacks only

Restaurant, French Fries, Food, Vegan, new york city

Audience shape

Pepsi (buyer) Kind Snacks

Relative over-index (+) or under-index (−) of each aggregate audience, from Qloo. Not individual data.

Momentum

Qloo's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.

Footprint overlap for distribution

White space: Kind Snacks strong, buyer weak Shared stronghold Other metros

White space

Anchorage, Portland, Oklahoma City, Seattle, New Orleans, Salt Lake City, Milwaukee, Denver

Shared strongholds

Buffalo

Bull vs bear

No debate on this run.

Provenance: 31 Qloo calls behind this target

Requests as sent (the API key travels in a header and is never logged). Responses are cached privately on the server.

Endpoint	Status	Result	Source
/v2/insights	ok	29 of 29 candidates scored	cache
/v2/insights	ok	29 profile(s)	cache
/v2/insights	ok	50 taste tag(s)	cache
/v2/insights	ok	25 recommended tv_show(s)	cache
/v2/insights	ok	25 recommended artist(s)	cache
/v2/insights	ok	25 recommended podcast(s)	cache
/v2/insights	ok	25 recommended movie(s)	cache
/v2/insights	ok	demographics for 14 of 14 entities	cache
/v2/insights	ok	7265 heatmap cell(s) in United States	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/trending	ok	26 trend point(s)	cache
/v2/insights	ok	4 of 4 candidates scored	cache
/v2/insights	ok	25 of 25 candidates scored	cache
/v2/insights	ok	50 taste tag(s)	cache
/v2/insights	ok	25 of 25 candidates scored	cache
/v2/analysis/compare	ok	4 shared catalogue tag(s)	cache
/v2/insights	ok	25 of 25 candidates scored	cache
/v2/insights	ok	25 of 25 candidates scored	cache
/v2/insights	ok	5729 heatmap cell(s) in United States	cache

Evidence rows (what bull, bear and the judge see)

[
 {
  "id": "t3-flags",
  "label": "Red flags (code rules)",
  "data": {
   "flags": []
  },
  "shortlistAverages": {}
 },
 {
  "id": "t3-m1",
  "label": "m1 Two-way audience affinity",
  "data": {
   "a": 0.7608024853753589,
   "b": 0.7265988919864055,
   "ratio": 0.9550427423063973,
   "value": 0.7433074236824351,
   "reverse": [
    {
     "id": "099E174E-1FEC-4AD9-80F2-92C2E6CBD6ED",
     "name": "Quaker Oats Company",
     "affinity": 0.7421363619312841
    },
    {
     "id": "18316CE7-595D-4469-8FDF-43D1B70021E4",
     "name": "Gatorade",
     "affinity": 0.7258694714097851
    },
    {
     "id": "957B527A-CF2C-4283-A2FD-3F49741DF5DE",
     "name": "Pepsi",
     "affinity": 0.7198541167906733
    },
    {
     "id": "EA3901B0-A3A5-43F5-AC2A-45C35C400926",
     "name": "Doritos",
     "affinity": 0.7185356178138792
    }
   ],
   "coverage": 1
  },
  "shortlistAverages": {
   "a": 0.6954073847687763,
   "b": 0.6694354298272059,
   "ratio": 0.9634521435376324,
   "value": 0.6821611379345072
  }
 },
 {
  "id": "t3-m2",
  "label": "m2 Taste-profile overlap",
  "data": {
   "value": 0.21313035204567077,
   "shared": [
    {
     "id": "urn:tag:keyword:media:female_protagonist",
     "name": "female protagonist",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:keyword:media:friendship",
     "name": "friendship",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:genre:music:rock",
     "name": "rock",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:genre:music:indie",
     "name": "indie",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:genre:music:alternative_rock",
     "name": "Alternative Rock",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:keyword:media:family_relationships",
     "name": "family relationships",
     "subtype": "urn:tag:keyword:media"
    },
    {
     "id": "urn:tag:genre:music:country",
     "name": "country",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:keyword:media:high_school",
     "name": "high school",
     "subtype": "urn:tag:keyword:media"
    }
   ],
   "coverage": 1,
   "buyerOnly": [
    {
     "id": "urn:tag:specialty_dish:place:pulpo_a_la_brasa",
     "name": "Pulpo A La Brasa",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:specialty_dish:place:seared_diver_scallops",
     "name": "Seared Diver Scallops",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:specialty_dish:place:mole",
     "name": "Mole",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:genre:music:hip_hop",
     "name": "Hip Hop",
     "subtype": "urn:tag:genre:music"
    },
    {
     "id": "urn:tag:keyword:media:male_protagonist",
     "name": "male protagonist",
     "subtype": "urn:tag:keyword:media"
    }
   ],
   "targetOnly": [
    {
     "id": "urn:tag:genre:place:restaurant",
     "name": "Restaurant",
     "subtype": "urn:tag:genre:place"
    },
    {
     "id": "urn:tag:specialty_dish:place:french_fries",
     "name": "French Fries",
     "subtype": "urn:tag:specialty_dish:place"
    },
    {
     "id": "urn:tag:genre:media:food",
     "name": "Food",
     "subtype": "urn:tag:genre:media"
    },
    {
     "id": "urn:tag:genre:place:restaurant:vegan",
     "name": "Vegan",
     "subtype": "urn:tag:genre:place"
    },
    {
     "id": "urn:tag:keyword:media:new_york_city",
     "name": "new york city",
     "subtype": "urn:tag:keyword:media"
    }
   ],
   "unionCount": 79,
   "sharedCount": 21,
   "buyerTop20MissingShare": 0.4
  },
  "shortlistAverages": {
   "value": 0.22491966033658706,
   "sharedCount": 20.11111111111111,
   "buyerTop20MissingShare": 0.41666666666666674
  }
 },
 {
  "id": "t3-m3",
  "label": "m3 Cross-domain agreement",
  "data": {
   "value": 0.8066554206576068,
   "domains": [
    {
     "type": "urn:entity:artist",
     "clash": [
      {
       "name": "Anuel AA",
       "affinity": 0.7087178940436386
      },
      {
       "name": "J Balvin",
       "affinity": 0.7239276472387436
      },
      {
       "name": "Arcangel",
       "affinity": 0.729105628324632
      }
     ],
     "label": "Music",
     "score": 0.7572406372307802,
     "shared": [
      {
       "name": "HA-ASH",
       "affinity": 0.7841087938670351
      },
      {
       "name": "Juanes",
       "affinity": 0.7824632088938145
      },
      {
       "name": "Reik",
       "affinity": 0.7777086163608888
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:tv_show",
     "clash": [
      {
       "name": "Saved by the Bell",
       "affinity": 0.8513848126378586
      },
      {
       "name": "Doogie Kamealoha, M.D.",
       "affinity": 0.8553423852974426
      },
      {
       "name": "The L.A. Complex",
       "affinity": 0.8583780857010872
      }
     ],
     "label": "TV",
     "score": 0.8861546494890657,
     "shared": [
      {
       "name": "Blown Away",
       "affinity": 0.9487623172072825
      },
      {
       "name": "Old Enough!",
       "affinity": 0.9346308784951975
      },
      {
       "name": "Lego Masters Australia",
       "affinity": 0.923483771519304
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:movie",
     "clash": [
      {
       "name": "Spider-Man: Homecoming",
       "affinity": 0.7153506989477779
      },
      {
       "name": "Thor: Ragnarok",
       "affinity": 0.7212215413403661
      },
      {
       "name": "Ant-Man and the Wasp",
       "affinity": 0.7253078696836733
      }
     ],
     "label": "Film",
     "score": 0.7568871951160162,
     "shared": [
      {
       "name": "Toy Story 4",
       "affinity": 0.8139079012429644
      },
      {
       "name": "Ralph Breaks the Internet",
       "affinity": 0.7959785261973158
      },
      {
       "name": "Star Wars: Episode IX - The Rise of Skywalker",
       "affinity": 0.7919233204623488
      }
     ],
     "expected": 25,
     "returned": 25
    },
    {
     "type": "urn:entity:podcast",
     "clash": [
      {
       "name": "First Take",
       "affinity": 0.6895098562444235
      },
      {
       "name": "Talk Is Jericho",
       "affinity": 0.7154207786473983
      },
      {
       "name": "The Steve Austin Show",
       "affinity": 0.7303140755100829
      }
     ],
     "label": "Podcasts",
     "score": 0.8263392007945649,
     "shared": [
      {
       "name": "The Chalene Show | Diet, Fitness & Life Balance",
       "affinity": 0.9615781950287967
      },
      {
       "name": "Motivation with Brendon Burchard",
       "affinity": 0.9235669689076601
      },
      {
       "name": "Trust and Believe with Shaun T",
       "affinity": 0.9141885750120013
      }
     ],
     "expected": 25,
     "returned": 25
    }
   ],
   "coverage": 1
  },
  "shortlistAverages": {
   "value": 0.8142200656582131,
   "domains[0].score": 0.7712218159459897,
   "domains[1].score": 0.8930482681153483,
   "domains[2].score": 0.7853466318542113,
   "domains[3].score": 0.8072635467173033
  }
 },
 {
  "id": "t3-m4",
  "label": "m4 Demographic alignment",
  "data": {
   "buyer": {
    "male": 0.11749999999999998,
    "female": -0.11749999999999998,
    "25_to_29": 0.29000000000000004,
    "30_to_34": -0.0675,
    "35_to_44": -0.22000000000000003,
    "45_to_54": -0.475,
    "55_and_older": -0.3825,
    "24_and_younger": 0.19999999999999998
   },
   "value": 0.6039813290381957,
   "cosine": 0.20796265807639147,
   "target": {
    "male": -0.54,
    "female": 0.54,
    "25_to_29": -0.16,
    "30_to_34": -0.66,
    "35_to_44": -0.47000000000000003,
    "45_to_54": 0.30000000000000004,
    "55_and_older": -0.73,
    "24_and_younger": 0.64
   },
   "coverage": 1,
   "biggestGap": {
    "buyer": -0.475,
    "bucket": "45_to_54",
    "target": 0.30000000000000004
   }
  },
  "shortlistAverages": {
   "value": 0.5395238058358314,
   "cosine": 0.07904761167166277
  }
 },
 {
  "id": "t3-m5",
  "label": "m5 Geographic footprint",
  "data": {
   "value": 0.29647918661353345,
   "coverage": 1,
   "metroCount": 55,
   "whiteSpace": [
    {
     "lat": 61.2181,
     "lon": -149.9003,
     "buyer": 0.49558502705752777,
     "metro": "Anchorage",
     "target": 0.8555809200640997,
     "buyerRel": -0.25383935528139906,
     "targetRel": 0.10615653772517286
    },
    {
     "lat": 45.5152,
     "lon": -122.6784,
     "buyer": 0.6370498133412997,
     "metro": "Portland",
     "target": 0.9219672987973457,
     "buyerRel": -0.2010937201444889,
     "targetRel": 0.08382376531155711
    },
    {
     "lat": 35.4676,
     "lon": -97.5164,
     "buyer": 0.6872049394855749,
     "metro": "Oklahoma City",
     "target": 0.9018311887009112,
     "buyerRel": -0.13706411737560187,
     "targetRel": 0.07756213183973437
    },
    {
     "lat": 47.6062,
     "lon": -122.3321,
     "buyer": 0.7106098918205455,
     "metro": "Seattle",
     "target": 0.9350541710383456,
     "buyerRel": -0.1506472528033782,
     "targetRel": 0.07379702641442198
    },
    {
     "lat": 29.9511,
     "lon": -90.0715,
     "buyer": 0.6763113954894275,
     "metro": "New Orleans",
     "target": 0.8818398023095732,
     "buyerRel": -0.13326504023948338,
     "targetRel": 0.07226336658066224
    },
    {
     "lat": 40.7608,
     "lon": -111.891,
     "buyer": 0.7206721490378312,
     "metro": "Salt Lake City",
     "target": 0.9259024455382739,
     "buyerRel": -0.13592890299611915,
     "targetRel": 0.06930139350432363
    },
    {
     "lat": 43.0389,
     "lon": -87.9065,
     "buyer": 0.7542971358083981,
     "metro": "Milwaukee",
     "target": 0.9244648454604271,
     "buyerRel": -0.10117633717059726,
     "targetRel": 0.06899137248143172
    },
    {
     "lat": 39.7392,
     "lon": -104.9903,
     "buyer": 0.7450534356097144,
     "metro": "Denver",
     "target": 0.9498228788720573,
     "buyerRel": -0.13650699229926644,
     "targetRel": 0.06826245096307648
    }
   ],
   "correlation": -0.4070416267729331,
   "strongholds": [
    {
     "lat": 42.8864,
     "lon": -78.8784,
     "buyer": 0.7786404332363832,
     "metro": "Buffalo",
     "target": 0.9080890627080836,
     "buyerRel": -0.056895741155649326,
     "targetRel": 0.07255288831605111
    }
   ],
   "whiteSpaceCount": 9,
   "relativeToCohort": true
  },
  "shortlistAverages": {
   "value": 0.3788101542840746,
   "correlation": -0.2423796914318507
  }
 },
 {
  "id": "t3-m6",
  "label": "m6 Momentum",
  "data": {
   "z": null,
   "note": "Qloo's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.",
   "value": null,
   "priorSd": null,
   "coverage": 0,
   "priorMean": null,
   "normalised": true,
   "recentMean": null
  },
  "shortlistAverages": {}
 },
 {
  "id": "t3-profile",
  "label": "Qloo entity profile: Kind Snacks",
  "data": {
   "name": "Kind Snacks",
   "drivers": [
    {
     "name": "Quaker Oats Company",
     "score": 0.25534595844978575
    },
    {
     "name": "Gatorade",
     "score": 0.24974902914638838
    },
    {
     "name": "Pepsi",
     "score": 0.24767933337425932
    },
    {
     "name": "Doritos",
     "score": 0.24722567902956663
    }
   ],
   "ownership": "part_of_other",
   "keyMarkets": [
    "United States"
   ],
   "popularity": 0.9123256089912021,
   "screenRank": 3,
   "foundedYear": 2004,
   "priceRangeUsd": [
    1.5,
    25
   ],
   "ultimateParent": "Mars, Incorporated",
   "forwardAffinity": 0.7608024853753589,
   "competitorBrands": [
    "Clif Bar",
    "RXBAR",
    "Larabar",
    "Nature Valley",
    "GoMacro"
   ],
   "sharedCategories": [
    {
     "name": "Food & Beverage",
     "score": 0.7305072539555804
    },
    {
     "name": "Food",
     "score": 0.7303632399004254
    },
    {
     "name": "Packaged",
     "score": 0.7289238946882144
    },
    {
     "name": "Snacks",
     "score": 0.7284173769103286
    }
   ],
   "knownPartnerships": [
    "Ofi"
   ],
   "marketPositioning": "Premium, health-conscious, and transparent snack brand marketed to active, nutrition-focused individuals."
  },
  "shortlistAverages": {}
 },
 {
  "id": "t3-score",
  "label": "Composite score",
  "data": {
   "F": 56.31796984773204,
   "points": {
    "m1": 24.776914122747836,
    "m2": 4.736230045459351,
    "m3": 13.444257010960111,
    "m4": 10.066355483969929,
    "m5": 3.294213184594816,
    "m6": 0
   },
   "coverage": 0.9
  },
  "shortlistAverages": {
   "F": 55.38338238220258,
   "coverage": 0.8800000000000001
  }
 }
]