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Mars will acquire US-based whole-fruit snacking brand Trü Frü to broaden its health and wellness portfolio.
Tru Fru will operate as an independent business and continue to be led by CEO, Brian Neville.
According to Neville, Mars shares a passion for healthier snacking and has the capabilities to take their company to the next level.
The transaction is subject to customary regulatory approvals and is expected to close in the first quarter of 2023.
Headquartered in West Valley City, Utah, with approximately 50 employees,
Trü Frü’s snacks are available in frozen and shelf-stable formats in US retailers.
Andrew Clarke noted that Trü Frü is a perfect complementary fit for their health and wellness portfolio, and their capabilities will help the brand strengthen its operations, broaden distribution and accelerate growth.
He added that Mars wants to be the preferred home for emerging and founder-led brands like Trü Frü.
