Mars Acquired Whole-fruit Snacking Brand Tru Fru

Consumer Goods

Tru Fru, a high-growth, better-for-you whole-fruit snacking brand, has been acquired by Mars, Incorporated, a family-owned global leader in confectionery, snacking, food, and pet care products and services. Tru Fru’s founders and management team will remain with Mars.

Snacks from Tru Fru are original, high-quality, and made with real fruit and premium chocolate. The snacks are available in the United States in both frozen and shelf-stable forms. The brand has shown that it is popular with consumers, and total sales have increased by more than five times since 2017.

Mars Snacking’s Global President, Andrew Clarke, said that they are overjoyed to include one of the most cutting-edge fruit-based snacks in the United States in the Mars brand family. Our capabilities will assist the brand in strengthening its operations, expanding distribution, and accelerating growth.

Andrew Clarke added that, Tru Fru is a perfect complement to our health and wellness portfolio. They want to be the preferred location for new brands led by founders, like Tru Fru. They are eager to collaborate with the founders and the entire Tru Fru team to assist them in continuing their long-term growth strategy and expanding the brand’s reach.

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Tru Fru’s CEO and co-founder, Brian Neville, said that they are thrilled to be a part of the Mars brand family. They have observed Mars’s success in establishing a global platform for healthier snacks with KIND and Nature’s Bakery over time. We knew right away that the Mars team was the right long-term partner for the business they had started and put so much of their time and effort into. They have the skills necessary to take their business to the next level, they respect and admire our values, and they share our enthusiasm for healthier snacks.


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