Mars acquires whole-fruit snacking brand Trü Frü

Mars acquires whole-fruit snacking brand Trü Frü
Photo - Mars
  • Premium brand brings together nature’s fruit with real chocolate  

  • Trü Frü to operate as a business unit within Mars following the successful acquisition of KIND and Nature’s Bakery 

  • Mars Snacking, global president, Andrew Clarke, says, "Trü Frü helps meet demand in the better-for-you snacking category"

Mars incorporated, a family-owned global leader in confectionery, snacking, food and pet care products and services, announced that it has signed an agreement to acquire Trü Frü, a high-growth, better-for-you, whole-fruit snacking brand from its founders and management team.

Trü Frü’s innovative, high-quality, and unique snacks are made from real fruit and immersed in chocolate. The snacks are available in both frozen and shelf-stable formats across the U.S. The brand has demonstrated strong consumer appeal, and its total sales have increased more than fivefold since 2017.

Trü Frü was founded in 2017 by its management team Brian Neville, chief executive officer; Taz Murray, president and Brandon O’Brien, chief operating officer. Trü Frü is headquartered in West Valley City, UT, and has approximately 50 employees.

Andrew Clarke, global president - Snacking, Mars, said, “We are thrilled to welcome one of the most innovative fruit-based snacks in the U.S. into the Mars family of brands. Trü Frü is a perfect complementary fit for our health and wellness portfolio, and our capabilities will help the brand strengthen its operations, broaden distribution and accelerate growth. We want to be the preferred home for emerging and founder-led brands like Trü Frü. We look forward to working with the founders and the whole Trü Frü team to help them continue their long-term growth journey and bring the brand to even more people.”

Brian Neville, chief executive officer and co-founder of Trü Frü, stated, “We are delighted to be joining the Mars family of brands. Over the years, we have observed Mars’ success in building a global better-for-you snacking platform with both KIND and Nature’s Bakery. From the first moment we met the Mars team, we realized they were the right long-term partner for the company we had founded and invested so much of our time and energy in. They share our passion for healthier snacking, respect and admire the values that have made us successful, and have the capabilities we need to take our company to next level.”

Trü Frü is complementary to Mars’ platform of fast-growing health & wellness brands, which includes KIND, a nut-based snacking leader, and Nature’s Bakery, a baker of fruit-based wholesome snacks. With the addition of Trü Frü, Mars will be able to meet a growing range of dietary and taste preferences. And, like KIND and Nature’s Bakery, Trü Frü will operate as a separate business within Mars to maintain its entrepreneurial spirit and the authenticity of its brand and culture. To preserve its legacy, the business will be led by the current chief executive officer, Brian Neville.

The transaction is subject to customary regulatory approvals and is expected to close in the first quarter of 2023. The terms of the transaction were not disclosed.

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