Mars acquires US fruit snacking brand Trü Frü

Mars Inc. has announced the acquisition of Trü Frü, a better-for-you, whole-fruit snacking brand in the US.

Available in both a frozen and shelf-stable format, Trü Frü’s unique snacks are made from real fruit and immersed in premium chocolate.

Trü Frü was founded in 2017 by its management team, chief executive Brian Neville, president Taz Murray, and chief operating officer Brandon O’Brien. Headquartered in West Valley City, Utah, the company employs approximately 50 people.

Mars said Trü Frü has demonstrated strong consumer appeal, with total sales increasing by more than fivefold since 2017.

“We are thrilled to welcome one of the most innovative fruit-based snacks in the US into the Mars family of brands,” Andrew Clarke, global president at Mars Snacking, said.

“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 added: “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.”

Mars said Trü Frü is complementary to its 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.

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. The business will be led by current chief executive Brian Neville.