Mars Acquires Snack Brand Trü Frü

Mars Acquires Snack Brand Trü Frü Mars, a leading company in confectionery, snacks, food and pet care products and services, has announced the signing of an agreement to acquire Trü Frü, a fast-growing, 100% fruit-based healthy snacking brand. Trü Frü's premium snacks are made from real fruits and coated with high-quality chocolate. The brand's snacks are available in both frozen and extended shelf-life formats. The brand, which has gained strong consumer interest, has managed to increase its total sales five-fold since 2017. Andrew Clarke, Global President of Mars Snacking, said: "We are excited to add one of the most innovative fruit-based snacks in the US to the Mars brand family. Trü Frü is a perfect complement to our health portfolio. The resources we have will help strengthen the brand's operations, expand its distribution and accelerate growth. We want to be a company of choice for emerging, founder-led brands like Trü Frü. We look forward to working with the founders and the entire Trü Frü team to support them and continue their long-term growth journey while bringing the brand to more people." Brian Neville, CEO and co-founder of Trü Frü, said: "We are delighted to join the Mars brand family. From the moment we met the Mars team with KIND and Nature's Bakery, we understood that they were the right partner for a company we founded and to which we have devoted much of our time and energy. Like us, they share our passion for producing healthier snacks, respect the values that make us successful, and have the capabilities we need to take our company to the next level." Trü Frü complements Mars' rapidly growing health and wellness brand platform, which includes KIND, Mars' nut-based snacking brand, and Nature's Bakery, a fruit-based healthy snacking producer. Like KIND and Nature's Bakery, Trü Frü will operate as a separate business within Mars to maintain its entrepreneurial spirit and the authenticity of its brand and culture. The business will be managed by Brian Neville, who continues in his role as CEO to preserve the company's legacy. The acquisition is subject to legal approvals and is expected to be completed in the first quarter of 2023. The terms of the transaction were not disclosed. Source