Mars acquires whole-fruit snacking brand Trü Frü

 

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

“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,” Commented Neville. “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.”