Mars Inc. to acquire snacking brand Trü Frü

Mars Inc. has agreed to acquire snacking brand Trü Frü. The company’s snacks, available in both frozen and shelf-stable formats, are made from real fruit and immersed in premium chocolate.

Trü Frü’s total sales have increased more than fivefold since its 2017 founding, according to a news release. Lead by CEO Brian Neville, the company is headquartered in West Valley City, Utah, and has around 50 employees.

“We are thrilled to welcome one of the most innovative fruit-based snacks in the U.S. into the Mars family of brands,” said Andrew Clarke, global president of Mars Snacking. “Trü Frü is a perfect complementary fit for our health and 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.”

Mars’ health and wellness platform includes KIND and Nature’s Bakery. Like those companies, Trü Frü will operate as a separate business within Mars.

Terms of the transaction, which is subject to customary regulatory approvals and expected to close in the first quarter of 2023, were not disclosed.

“We are delighted to be joining the Mars family of brands,” Neville said. “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.”