US frozen snack brand trüfrü launches in the UK this week with a national listing in Tesco.
The brand, which first launched in the US in 2017, has since reached $215m RSV. Acquired by Mars in early 2023, trüfrü is now part of the global manufacturer’s better-for-you snacking portfolio.
The brand will initially be available in three flavours – Strawberries in White & Milk Chocolate, Raspberries in White & Dark Chocolate, and Piña Colada Pineapple in White Chocolate & Coconut – in 650 Tesco stores (RRP: £5/227g pack). Trüfrü will then roll out across more UK channels, including wholesalers and independents, in the coming months.
Pitched as the next frozen snacking trend, trüfrü is made using real fruit that has been double-immersed in chocolate and hyperchilled to lock in all the flavour and nutrition. Containing fewer than 92 calories per serving, the range contains no artificial colours, flavours, or preservatives and is gluten-free.
The brand noted that the ice cream category is continuing to evolve, with bitesize and permissible formats growing rapidly.
Carrie Martin, the brand’s General Manager, said: “Trüfrü tastes like real indulgence and fulfils a permissible need that we know consumers are looking for in the frozen category. We are excited to be able to bring innovative snacking solutions at pace from the US to UK consumers, in a way that nurtures this fantastic founder-led brand with the scale and capabilities of Mars.”
