Articles from TRUBAR

TRUBAR, the fast-growing protein bar brand known for its dessert-inspired flavors and clean ingredients, today announced the completion of its acquisition by ETi Gıda, a leading global snack company headquartered in Turkey (Türkiye). Under the terms of the agreement, ETi Gıda acquired 100% of TRUBAR for $173 million in cash, with no earn-out.

TRUBAR, the better-for-you brand known for its dessert-inspired, clean-ingredient protein bars, today announced a landmark three-year exclusive partnership with Alterra Mountain Company, becoming the Official Nutrition Bar Partner across 15 premier North American ski resorts and the Ikon Pass community. The partnership runs from October 2025 through September 2028 and represents TRUBAR’s most significant brand partnership to date.

TRUBAR, the clean, plant-based protein brand redefining better-for-you snacking, has announced a partnership with Universal Products & Experiences to launch an exclusive, co-branded snack ahead of Universal Pictures’ highly anticipated Wicked: For Good, in theaters November 21.

TRUBAR, the female-founded brand known for its 100% plant-based, gluten-free, dairy-free, soy-free and seed oil-free protein bars, is excited to announce the launch of TRUBAR Kids: a delicious, school-safe snack line made for little ones and trusted by parents.