Trubar, the US protein bar brand known for its dessert-inspired flavours and clean-label positioning, has been acquired by Turkish snack giant ETi Gıda in an all-cash transaction valued at $173 million.

The deal includes no earn-out and transfers 100% ownership of Trubar to ETi.

The acquisition represents a major growth milestone for Trubar and a strategic expansion move for ETi Gıda, which is seeking to strengthen its presence in North America while building a broader global better-for-you snacking portfolio.

Trubar founder and CEO Erica Groussman will remain in her role, and the company’s leadership team and employees will continue operating the brand independently, maintaining its vision, culture and operating model.

“By joining the ETi family, we’re not changing who we are; we’re doubling down on it,” said Groussman. “Our products, people, and values remain at the heart of everything we do. What changes is our ability to deliver with greater consistency, innovate faster, and reach more consumers around the world”.

Founded in 2019, Trubar has quickly positioned itself as a disruptor in the protein bar and better-for-you snacking category. The brand is known for its plant-based, gluten-free, dairy-free, soy-free and sugar alcohol-free formulations, paired with indulgent, dessert-inspired flavours and playful, culture-forward branding.

Over the past year, Trubar expanded distribution to more than 21,000 retail locations across the US, including Costco, Target, Whole Foods, Albertsons and Erewhon.

The company reported nearly $100 million in gross revenue in 2025, more than doubling the category’s five-year growth rate. It has also broadened its portfolio with the launch of Trubar Kids, extending its brand positioning to family and children’s nutrition.

The partnership with ETi Gıda is expected to significantly accelerate Trubar’s ability to scale operations, strengthen supply chain infrastructure, and enter new international markets while maintaining brand autonomy.

For ETi Gıda, a family-owned company founded in 1961, the acquisition represents a strategic entry point into the US clean-label and functional snacking segment.

“Welcoming Trubar into the ETi family is a strategic step in expanding our presence in North America, one of the most influential markets globally, shaping the future of snacking,” said Firuzhan Kanatlı, chairman of the board of ETi Gıda.

“By combining ETi’s operational expertise and scale with TRUBAR’s strong clean-label portfolio and agility, we believe both brands are well positioned for long-term global growth,” Kanatlı continued.

ETi Gıda operates nine production facilities and employs nearly 8,500 people worldwide, with a diversified portfolio spanning biscuits, cakes, chocolate, wafers, savoury snacks, functional foods, frozen and chilled products, gluten-free lines and baby food.

The company is recognised for its vertically integrated manufacturing, advanced R&D capabilities and long-standing consumer trust in its home market and international regions.

Under ETi’s ownership, Trubar will retain its brand identity and operating structure, while gaining access to global manufacturing capabilities, international distribution networks and operational scale. The companies describe the deal as a platform for long-term international expansion rather than short-term integration.

“ETi Gıda isn’t just a snack company, it’s a brand people grow up with,” Groussman said. “For generations, it’s been part of everyday moments that matter, creating an emotional connection rooted in happiness and trust. That idea deeply resonates with me, and I’m excited to bring that same spirit to Trubar as we expand our footprint globally.”

With strong US retail momentum, brand loyalty, and a differentiated product portfolio, Trubar now enters its next growth phase backed by one of the world’s most established snack manufacturers, positioning it to evolve from a domestic category disruptor into a global better-for-you snacking brand.