Mars expands BFY offering with Trü Frü

MCLEAN, VA - Mars, Incorporated, a family-owned, global leader in confectionery, snacking, food, and pet care products and services, says it has signed an agreement to acquire Trü Frü, a high-growth, better-for-you, whole-fruit snacking brand.

Trü Frü snacks, which are made from real fruit and immersed in premium chocolate, are available in both a frozen and shelf-stable format. Since it was founded in 2017, the brand has evolved to become a consumer favourite and total sales have increased by more than fivefold. The entered the Canadian market in 2018. 

"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," Andrew Clarke, global president Mars Snacking, said in a release, adding Mars wants 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 was founded by its management team, which includes CEO Brian Neville, president Taz Murray, and COO Brandon O’Brien. The company is headquartered in West Valley City, UT and has approximately 50 employees. 

Neville said Trü Frü is 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 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.” 

Trü Frü is complementary to Mars’ platform of fast-growing health & wellness brands, which includes KIND and Nature’s Bakery. With the addition of Trü Frü, Mars said will be able to meet a growing range of dietary and taste preferences.

The company said that, 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 Neville.  

The transaction is subject close in the first quarter of 2023.