ETI Gıda

Eti Gida, the Turkish snacks giant, has acquired the US-based plant-based protein bar brand TruBar in an all-cash transaction valued at $173 million. Under the terms of the agreement, the company has purchased 100% of the business with no earn-out provision. Founded in 2019, TruBar produces clean-label, dessert-inspired protein bars that are gluten-free, dairy-free and soy-free. The company, which achieved nearly $100 million in gross revenue in 2025, has a …

Canadian plant-based snack company TruBar has announced that it has entered into an agreement to be acquired by ETI Gida, a leading Turkish consumer packaged goods business, for C$201 million ($142 million). Trubar is described as a snacking company offering a range of plant-based protein snacks made with natural, clean-label ingredients, distributed through national retailers, club stores and e-commerce platforms across North America. Commenting on the move, Trubar executive chairman …