Mars Acquires Snacking Brand Trü Frü
Mars, one of the leading brands in confectionery, snacking, food, and pet care products and services announced that it has signed an agreement to acquire Trü Frü, a high-growth, healthy, whole-fruit snacking brand.
The premium snacks of Trü Frü are made with real fruit and immersed in chocolate. The snacks come in frozen and shelf-stable varieties. The brand has exhibited tremendous customer appeal and since 2017, its overall sales have more than multiplied by five.
Andrew Clarke, Global President Mars Snacking, stated: "We are thrilled to welcome one of the most innovative fruit-based snacks in the U.S. 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. We want to be the preferred home for emerging and founder-led brands like Trü Frü. We are looking forward to working with the founders and the whole Trü Frü team to help them continue their long-term growth journey and bring the brand to even more people."
Brian Neville, CEO and co-founder of Trü Frü, commented: "We are delighted to be joining the Mars family of brands. 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."
Trü Frü is complementary to
Mars' portfolio of fast-growing health & wellness brands, which includes KIND, a nut-based snacking brand, and Nature's Bakery, a baker of fruit-based wholesome snacks. Trü Frü will also run as a separate business within Mars, much like KIND and Nature's Bakery, in order to preserve its entrepreneurial spirit and the integrity of its brand and culture. To maintain its legacy, the business will be led by current CEO, Brian Neville.
The deal is expected to be completed in the first quarter of 2023, subject to usual regulatory approvals. The terms of the transaction have not been disclosed.
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