ETi Gıda Acquires TRUBAR, Fast-Growing Protein Bar Brand in North America

ETi Gıda takes significant step toward globalization by acquiring protein bar brand TRUBAR for USD 173 million. With substantial market share in North America, TRUBAR is a rapidly growing brand known for plant-based, clean-label and delicious products. The acquisition is aimed at strengthening ETi's presence in international markets. 

ETi, Turkey's pioneering and leading brand in the food and snack sector, has taken an important step in further strengthening its global positioning. ETi Gıda acquired 100% of TRUBAR, a rapidly growing protein bar brand known for being inspired by confectionery, delivering on taste and featuring clean labels, for USD 173 million. 

The acquisition marks a critical turning point in TRUBAR's growth journey. This step will enable the brand to scale further across North America while opening doors to new international markets. For 65 years, ETi has delivered delicious and innovative products to consumers, and with this acquisition, the company has strengthened its claim in international markets by adding a young, dynamic and important brand to its portfolio. 

"This acquisition will strengthen our presence in international markets"
Firuzhan Kanatlı, Chairman of the Board of ETi, emphasized that ETi's sectoral expertise and operational strength complement TRUBAR's experience in clean-label products and market penetration agility, and made the following statement regarding the acquisition:

"For 65 years, ETi has worked for the happiness of humanity and possesses significant expertise in the snack sector, strong brands and market leadership in various categories in Turkey. I am pleased that a dynamic and fast-growing brand like TRUBAR is joining ETi's portfolio." he said. 

Noting that they have taken important steps organizationally and operationally on the path to becoming a global brand, Kanatlı also emphasized that by bringing TRUBAR into ETi's fold, they are investing in a rising consumer trend worldwide. 

Firuzhan Kanatlı stated: "North America is among the most important markets that determine future trends in snack consumption. Investing in a strong brand like TRUBAR to bring our leadership in this field to a global scale is of strategic importance to us. This investment is not merely geographic expansion for ETi; it also marks the beginning of a new positioning on a global scale. ETi's high-standard approach to quality and innovation, sectoral expertise and 65 years of accumulated knowledge will take the TRUBAR brand to new heights. 

The fact that this acquisition takes place in ETi's 65th founding anniversary is a development that makes us particularly happy and proud. I will continue to work to carry forward ETi, which my respected father Firuz Kanatlı founded with my mother and entrusted to my two sisters and me, to the future, and to remain a consumer-friendly brand of delicious and reliable products everywhere in the world." 

TRUBAR Founder and CEO Erica Groussman made the following statement:
"By joining the ETi family, we are not changing our identity, but rather strengthening it. Our products, team members and values will continue to be at the center of everything we do. The only thing that changes is our ability to innovate faster and reach more consumers. This partnership will provide important resources to support TRUBAR's growth in North America, while also accelerating the brand's entry into new international markets. ETi Gıda is not merely a snack company, but a brand that has become a natural part of people's lives as they grow up. This brand has accompanied meaningful moments in daily life by building a strong bond with consumers nourished by happiness and trust over generations. The idea of being 'the brand that comes to mind when happiness is mentioned' deeply resonates with my approach, and I am excited about carrying this spirit to TRUBAR as we grow on a global scale."

From door-to-door sales by an entrepreneur mother to approximately USD 100 million in revenue and over 20,000 sales points!
TRUBAR was founded by entrepreneur and mother Erica Groussman. Groussman was inspired by the mission to provide her family and others with clean-label but truly delicious snacks.

Groussman founded TRUBAR in 2018 and continued her journey in a more professional manner. The sincere founder story behind the products and Erica Groussman's identity as a hardworking and successful mother created an emotional bond between the brand and consumers, while TRUBAR moved from the kitchen to national market shelves. TRUBAR transcended being merely a "protein bar brand" and became an enjoyable part of the modern lifestyle. 

In 2025, TRUBAR achieved approximately USD 100 million in gross revenue and expanded its retail network rapidly by reaching over 20,000 sales points in the past year. The brand's products are available in small and independent retail outlets as well as in stores of major retail chains such as Costco, Target and Walmart, and on Amazon.