March sees US award-winning frozen snack brand, trüfrü launch into the UK market. The brand, which first launched in the US in 2017, has since reached $215M RSV, completely changing the game in the US frozen snacking category. Acquired by Mars in Q1 2023, trüfrü joins their better-for-you snacking portfolio and is the perfect addition to their platform of fast-growing, founder-led brands.
The brand will launch initially with three flavours: Strawberries in White & Milk Chocolate, Raspberries in White & Dark Chocolate and Piña Colada Pineapple in White Chocolate & Coconut, which will roll out across UK channels and customers, including wholesalers and independents, in the coming months.
Pitched as the next frozen snacking trend, trüfrü is made using 100 per cent real fruit, picked ripe, before being double immersed in delicious decadent smooth chocolate and hyper chilled to lock in all the flavour and nutrition. Containing fewer than 92 calories per serving, the range contains no artificial colours, flavours or preservatives and is gluten-free.
The launch of trüfrü is timely: with the ice cream category continuing to evolve, bitesize and permissible formats are in rapid growth and the trend for frozen snacking continues to grow. Already a firm frozen favourite in the US, it’s now tipped to take the UK market by storm thanks to the combination of simple ingredients and great taste, it offers the ultimate in permissible indulgence.
“trüfrü tastes like real indulgence and fulfils a permissible need that we know consumers are looking for in the frozen category,” said Carrie Martin, General Manager. “We are excited to be able to bring innovative snacking solutions at pace from the US to UK consumers, in a way that nurtures this fantastic founder-led brand with the scale and capabilities of Mars.”
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