TRUBAR, a fast-growing protein bar brand known for dessert-inspired flavors and clean ingredients, has been acquired by Turkey-based snack company ETi Gıda in an all-cash deal valued at $173 million. ETi Gıda acquired 100% of TRUBAR with no earn-out, according to the companies.
The transaction positions TRUBAR to scale further across North America while pursuing expansion into additional international markets. TRUBAR’s founder, leadership team, and employees will remain in place and continue to operate the business, with the company emphasizing continuity across products, partnerships, and day-to-day operations.
Founded in 2019, TRUBAR has built its brand around plant-based, clean-label protein bars with indulgent, dessert-like profiles and culture-forward marketing. The company said it expanded distribution to more than 21,000 retail locations over the past year and reached nearly $100 million in gross revenue in 2025. TRUBAR also recently broadened its portfolio with the launch of TRUBAR Kids.
For ETi Gıda, the acquisition is a strategic step to deepen its presence in North America, which it describes as an influential market for global snacking trends. ETi Gıda is a family-owned snack manufacturer founded in 1961, and the company said it operates with nearly 8,500 employees across nine production facilities, producing a wide range of products that include biscuits, cakes, chocolate, savory snacks, wafers, functional and high-fiber offerings, breakfast foods, frozen and chilled snacks, gluten-free products, and baby foods.
With ETi Gıda’s manufacturing scale, operational infrastructure, and global capabilities, the companies said TRUBAR aims to increase supply consistency, accelerate innovation, and broaden its reach while maintaining its existing brand positioning.
KEY QUOTES
“By joining the ETi family, we’re not changing who we are – we’re doubling down on it. 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.”
“ETi Gıda isn’t just a snack company—it’s a brand people grow up with. For generations it’s been part of everyday moments that matter, creating an emotional connection rooted in happiness and trust. That idea of being ‘the brand that comes to mind when people think of happiness’ deeply resonates with me, and I’m excited to bring that same spirit to TRUBAR as we expand our footprint globally.”
Erica Groussman, Founder And CEO, TRUBAR
“For 65 years, ETi has built trusted snack brands grounded in quality, innovation, and deep consumer connection. 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. 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.”
“Founded by my dear father Firuz Kanatlı together with my mother, and entrusted to my two sisters and me, ETi is a legacy we are committed to carrying into the future. Just as we have done for the past 65 years, we will continue for many more years to be a consumer-friendly brand worldwide, offering high-quality and trustworthy products.”
Firuzhan Kanatlı, Chairman Of The Board, ETi Gıda
