TRUBAR, the plant‑based protein bar brand known for candy‑bar‑adjacent flavors and glossy pink packaging, is being acquired in a C$201 million (~US $142–143 million) deal by Turkish CPG company ETİ Gıda Sanayi ve Ticaret A.Ş.

The agreement will see ETİ buy 100% of TRUBAR’s outstanding common shares at C$1.64 per share, taking the company private once approvals are complete.

From Indie Bar to Nine-Figure Deal

TRUBAR is based in Vancouver and built its reputation on vegan, gluten‑free, “no weird stuff” bars that feel more like candy than clinical nutrition. Over the past year:

  • Revenue reportedly hit around US$50 million.

  • Distribution expanded to 15,000+ retail doors across North America, including major chains.

That growth made TRUBAR an attractive platform for any global player looking to accelerate in better‑for‑you snacking without starting from scratch.

Why ETİ Wants TRUBAR

ETİ Gıda is a long‑standing Turkish food company with a wide portfolio of biscuits, cakes, chocolates and snacks. Buying TRUBAR gives it:

  • A ready-made plant-based brand with strong recognition in the U.S. and Canada.

  • Instant access to North American retail relationships and shopper data.

  • A product line that straddles indulgence and function, rather than classic “diet bar” territory.

For TRUBAR, the deal means deep pockets and manufacturing scale, plus potential access to ETİ’s global distribution network across Europe and the Middle East.

What Changes for Customers?

Short term, nothing dramatic should change on shelf:

  • The TRUBAR brand name sticks.

  • Existing flavors and formulas are expected to stay in place.

  • The acquisition isn’t projected to close until early 2026, depending on regulatory approvals.

Longer term, ETİ’s influence could show up as:

  • More aggressive international expansion for TRUBAR SKUs

  • New product formats, like smaller snack sizes or breakfast‑oriented bars

  • More sophisticated promotions and cross‑category collaborations

The big risk is always identity drift—can a brand built on “better for you, but fun” energy keep that feel under a multinational owner?

Why This Deal Signals Something Bigger

The TRUBAR acquisition is a clean datapoint in a broader trend:

  • Plant‑based isn’t just a niche—it’s valuable enough to trigger nine‑figure exits.

  • Global snack players are looking to buy into North American health‑and‑wellness brands rather than build their own from zero.

If TRUBAR under ETİ can keep innovating and avoid “bland big company” mode, you’ll probably see it in more airports, club stores and international markets over the next few years.

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