TRUBAR’s Swift Ascent in the Protein Bar Market (Image Credits: Foodbusinessnews.net)
Miami Beach – A prominent Turkish snack company finalized its purchase of innovative protein bar maker TRUBAR for $173 million in an all-cash transaction.[1][2]
TRUBAR’s Swift Ascent in the Protein Bar Market
Founded in 2019 by Erica Groussman, TRUBAR quickly emerged as a standout in the clean-label snack sector. The company achieved nearly $100 million in gross revenue during 2025, surpassing the category’s five-year growth rate by more than double.[1] Its products gained traction in over 21,000 retail locations across North America, including major chains like Costco, Target, Whole Foods, and Albertsons.[3]
TRUBAR specialized in plant-based protein bars that evoked dessert flavors such as Strawberry Shortcake and Cookie Dough. Each bar delivered 12 grams of protein, around 12 grams of fiber, and stayed under 200 calories while remaining vegan, gluten-free, dairy-free, soy-free, and free of sugar alcohols.[3] The brand expanded into children’s snacks with the TRUBAR Kids line in 2025, targeting nut-free options for young consumers.[2]
- Dessert-inspired tastes with caramel-like texture
- Clean, seed oil-free ingredients
- Partnerships with Alterra Mountain Company and Universal Products
- Availability on Amazon and in ski resorts via Ikon Pass
ETi Gıda’s Established Presence
ETi Gıda, a family-owned enterprise since 1961, brought over 65 years of expertise to the deal. The company employed nearly 8,500 people across nine production facilities and produced a diverse array of snacks, including biscuits, chocolates, wafers, and functional foods.[1]
Headquartered in Turkey, ETi Gıda cultivated strong consumer loyalty through quality and innovation. Firuzhan Kanatlı, chairman of the board, emphasized the firm’s commitment to trustworthy products during family-led generations.[1] This acquisition represented ETi Gıda’s strategic entry into North America, a pivotal market for snacking trends.
Leadership Insights on the Partnership
Erica Groussman, TRUBAR’s founder and CEO, viewed the acquisition as an enhancement rather than a shift. “By joining the ETi family, we’re not changing who we are – we’re doubling down on it,” she stated. The deal preserved TRUBAR’s product lineup, team, and values while unlocking greater manufacturing and distribution capabilities.[1]
Kanatlı highlighted synergies between ETi Gıda’s scale and TRUBAR’s agility. “Welcoming TRUBAR into the ETi family is a strategic step in expanding our presence in North America,” he noted. Both leaders anticipated accelerated innovation and broader consumer reach.[2]
Path Forward for Global Expansion
The transaction positioned TRUBAR for international growth, leveraging ETi Gıda’s infrastructure in Europe and the Middle East. Groussman planned to remain as CEO, overseeing daily operations with her team of 24 employees.[3] Retail partnerships and new product categories loomed on the horizon.
ETi Gıda aimed to replicate its success in emerging markets. The all-cash structure, free of earn-outs, ensured immediate resources for scaling without dilution.[1]
Key Takeaways
- $173 million all-cash deal acquires 100% of TRUBAR.
- TRUBAR hit $100M revenue in 2025 with clean-label innovation.
- Combined strengths target North American and global dominance.
This acquisition underscored the rising value of health-focused snacks amid evolving consumer demands. It promised sustained momentum for indulgent yet nutritious options worldwide. What do you think of this cross-continental snack merger? Share in the comments.
