USA: Eti Gida acquires TruBar for $173 million

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 retail footprint of more than 21,000 locations across the US, including Costco, Target and Whole Foods.

Commenting on the acquisition, Eti Gida chairman Firuzhan Kanatlı said: “Welcoming TRUBAR into the Eti family is a strategic step in expanding our presence in North America—one of the most influential markets globally, shaping the future of snacking”. TruBar founder and CEO Erica Groussman, who will remain in her role alongside the existing leadership team, added that the partnership would allow the brand to “innovate faster and reach more consumers around the world”.

Eti Gida, a family-owned manufacturer established in 1961, operates nine production facilities and employs approximately 8,500 people. Its portfolio includes over 300 products across categories such as biscuits, chocolate and savoury snacks.

Source: Commercial Baking / FoodBev / Resident / Pulse 2.0 / Ingredients Insight