Mars to acquire whole-fruit snacking brand Trü Frü

Mars has signed an agreement to acquire US-based whole-fruit snacking brand Trü Frü. 

Trü Frü was founded in 2017 by CEO Brian Neville, president Taz Murray and COO Brandon O’Brien, and is headquartered in West Valley City, Utah, with approximately 50 employees. The brand’s snacks are available in frozen and shelf-stable formats in US retailers.

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

He continued: “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.”

Trü Frü will operate as a separate business within Mars and will continue to be led by current CEO, Neville.

Neville 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.

He added: “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 [the] next level.”

The transaction is subject to customary regulatory approvals and is expected to close in the first quarter of 2023.

Financial terms of the deal were not disclosed.