Vending

Mars to acquire Trü Frü snack brand

Image provided by Trü Frü.

December 19, 2022

Mars Inc. has agreed to acquire Trü Frü, a whole-fruit snacking brand, from its founders and management team for an undisclosed sum, according to a press release.

The snacks are available in both a frozen and shelf-stable format across the U.S.

Trü Frü products complement Mars' health and wellness brands, which include KIND, a nut-based snack and Nature's Bakery, a baker of fruit-based snacks. Trü Frü, like KIND and Nature's Bakery, will operate as a separate business and will be led by its current CEO, Brian Neville.

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