Global leader in confectionery, snacking, food, and pet care products and services Mars, Incorporated, has acquired whole-fruit snack brand Tru Fru.
Founded in 2017, Tru Fru is a innovate, better-for-you, high-quality snack made from real fruit, coated in premium chocolate and available in both frozen and shelf-stable.
“We are thrilled to welcome one of the most innovative fruit-based snacks in the U.S. into the Mars family of brands. Tru Fru is a perfect complementary fit for our health & 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 Tru Fru. We are looking forward to working with the founders and the whole Tru Fru team to help them continue their long-term growth journey and bring the brand to even more people,” said Andrew Clarke, global president Mars snacking.
Tru Fru will operate as a separate business led by current CEO, Brian Neville.
The terms of the transaction were not disclosed, and it is expected to close by the first quarter of 2023.