Global snack company acquires Trubar

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Global snack company acquires Trubar

9 Feb 2026

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

MIAMI — TRUBAR, known for its plant-based protein bars, has been acquired by Turkey-based Eti Gida, a global snack company. Under the terms of the agreement, Eti Gida acquired 100% of the company for $173 million in cash, with no earn-out.

The acquisition marks a major step in TRUBAR’s growth strategy, positioning the brand to scale further across North America and expand internationally. TRUBAR’s founder, leadership team and employees will remain with the company.

“By joining the Eti family, we’re not changing who we are — we’re doubling down on it,” said Erica Groussman, co-founder and CEO of TRUBAR. “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 expanded its retail footprint to more than 21,000 locations and achieved nearly $100 million in gross revenue in 2025, more than doubling the category’s five-year growth rate. The company has also expanded its portfolio with TRUBAR Kids, bringing its better-for-you bars to a new generation of consumers.

Eti Gida — a family-owned company that’s been in business for more than 65 years — is recognized for its well-known baked good brands and manufacturing capabilities.

“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 Kanatli, chair of Eti Gida. “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.”

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