Mars has signed a deal to acquire Trü Frü, a whole-fruit snacking brand that has seen its total sales increase more than fivefold since 2017.
Trü Frü’s snacks are made from real fruit covered in chocolate. They are available in both a frozen and shelf-stable format across the US.
The brand will join the growing health and wellness portfolio at Mars that was bolstered by the acquisitions of nut-based snack manufacturer Kind and fruit-based snacks maker Nature’s Bakery in recent years.
Andrew Clarke, Global President Mars Snacking, commented: “We are thrilled to welcome one of the most innovative fruit-based snacks in the US into the Mars family of brands. Trü Frü 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.”
Brian Neville, CEO and co-founder of Trü Frü, added: “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.”
Mars stated that Trü Frü will operate as a separate business to maintain its “entrepreneurial spirit and the authenticity of its brand and culture”. The business will continue to be led by the current CEO, Brian Neville.
The transaction is expected close in the first quarter of 2023. The terms of the deal were not disclosed.
