Mars confirms deal for award-winning Trü Frü healthier snacking brand

Mars has confirmed a deal to acquire fast-rising US-based Trü Frü, better-for-you, whole-fruit snacking brand from its founders and management team, after the business gained award honours at this year’s Sweets & Snacks Expo, reports Neill Barston.

The company has focused on high quality ranges made from real fruit and immersed in premium chocolate – with its present series of products – which forged a link with Barry Callebaut’s ruby chocolate for its strawberry line that earned it an accolade at the key Chicago show this May.

As Mars noted, the deal lis subject to regulatory approval over the next few months, and is expected to close by the end of the first quarter of 2023, though terms of the agreement have not been released.

Confectionery Production spoke to the business at Sweets & Snacks, with its management team noting an extremely strong response from visitors to the event, with its products emerging amid a major boom in natural snacks ranges.

Its series of healthier-option fruit-based products are available in both a frozen and shelf-stable format across the U.S. The brand has demonstrated strong consumer appeal, and its total sales have increased by more than fivefold since 2017.

Trü Frü was founded in 2017 by its management team, Chief Executive Officer Brian Neville, President Taz Murray, and Chief Operating Officer Brandon O’Brien. Trü Frü is headquartered in West Valley City, UT and has approximately 50 employees.

Andrew Clarke, Global President Mars Snacking said: “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, stated: “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 realised 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’ platform of fast-growing health & wellness brands, which includes KIND, a nut-based snacking leader, and Nature’s Bakery, a baker of fruit-based wholesome snacks. With the addition of Trü Frü, Mars will be able to meet a growing range of dietary and taste preferences. And, 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. To preserve its legacy, the business will be led by current CEO, Brian Neville.