Mars Acquires Trü Frü

ETİ Gıda acquires TRUBAR for $173 million

February 6, 2026

Food & Beverage

TRUBAR, a plant-based protein bar brand, completed its acquisition by ETİ Gıda, with ETİ Gıda acquiring 100% of TRUBAR for $173 million in cash (no earn-out). The deal is intended to scale TRUBAR further across North America while accelerating international expansion, with TRUBAR’s founder, leadership team, and employees remaining in place.

Thrive Freeze Dry to Acquire Paradiesfrucht GmbH

April 9, 2024

Food & Beverage

Thrive Freeze Dry, a portfolio company of Entrepreneurial Equity Partners and Mubadala Capital, has signed a definitive agreement to acquire Paradiesfrucht GmbH (Paradise), a German freeze-drying manufacturer that operates 20 freeze dryers across facilities in Salzwedel and Immekath. The acquisition, announced with customary approvals required and expected to close in 2024, expands Thrive's European manufacturing footprint and product offerings — including an opportunity to grow freeze-dried pet products in Europe; financial terms were not disclosed.

Nexus Capital Acquires Smucker's Natural Beverage and Grains Businesses (R.W. Knudsen, TruRoots)

January 31, 2022

Food & Beverage

The J.M. Smucker Co. completed the sale of its natural and organic beverage and grains businesses — including the R.W. Knudsen and TruRoots assets and trademarks plus a licensing agreement for Santa Cruz Organic beverages — to Nexus Capital Management LP for $110 million in cash (subject to working capital adjustments). The transaction includes manufacturing and distribution facilities in Chico, California and Havre de Grace, Maryland, and Nexus plans to operate the acquired brands as an independent consumer platform led by Bobby Chacko as chairman and CEO.

Simply Better Brands Acquires TRU Brands (TRUBAR)

August 19, 2021

Food & Beverage

Simply Better Brands Corp. (TSXV: SBBC) completed the acquisition of TRU Brands Inc., the female-founded maker of plant-based TRUBAR protein snack bars, expanding Simply Better’s portfolio into the plant-based food category. The deal was paid via issuance of Simply Better shares (aggregate consideration $7.5M) and included satisfaction of Tru Brands’ outstanding indebtedness.

Mars, Incorporated Acquires KIND North America

November 17, 2020

Food & Beverage

Mars, Incorporated announced the acquisition of KIND North America, bringing the business into the Mars Family of Companies and combining it with KIND International. Founder Daniel Lubetzky will retain an ongoing financial stake and the deal is intended to accelerate KIND's expansion across geographies and product categories as part of Mars' healthy snacking platform.

TruFood Manufacturing Acquires Simply Natural Foods

July 31, 2020

Food & Beverage

AOG, LLC d/b/a TruFood Manufacturing, backed by AUA Private Equity Partners, has acquired Simply Natural Foods, a contract manufacturer of nutrition bars and confectionery. Simply Natural Foods will operate as TruFood going forward; the company is headquartered in Commack, New York and has approximately 200 employees. Financial terms were not disclosed.