Vancouver-based clean nutrition bar company TRUBAR has been acquired by Turkish food conglomerate ETİ Gıda for CAD 201 million, marking one of the largest deals in the North American protein snack sector this year. Founded in 2019 by Erica Groussman, TRUBAR has quickly scaled its operations, now retailing in over 15,000 outlets across the United States and carving a niche in the growing health-conscious snacking market.
The company reported revenue exceeding $50 million in 2024 and projects that it will reach $100 million by 2026, reflecting strong consumer demand for protein-rich, clean-label snacks. TRUBAR’s product line, featuring bars that combine nutrition with clean ingredients, has resonated with urban consumers prioritizing convenience without compromising on health, a trend that has fueled significant growth in the category.
The acquisition by ETİ Gıda signals the Turkish food group’s intent to expand its footprint in the North American functional snacking space. ETİ Gıda, known for its diverse confectionery and packaged foods portfolio, is expected to leverage TRUBAR’s established distribution network and brand equity to scale sales across the U.S., while introducing new innovations aligned with global clean-label trends.
TRUBAR’s deal comes amid a wave of consolidation in the protein and nutrition bar segment. Earlier this year, Ferrero Group acquired Power Crunch, and 1440 Foods picked up FitCrunch, while BUILT Bar reportedly engaged bankers to explore strategic options. Analysts suggest the protein bar market, buoyed by rising health awareness and increasing consumer preference for functional snacks, will continue to attract interest from global food and beverage players in 2026.
For Groussman and her team, the ETİ Gıda acquisition represents both a validation of the brand’s rapid growth and a pathway to accelerate innovation and scale. With the North American market for protein and functional bars projected to expand further, TRUBAR’s integration into a global portfolio positions the brand to capture increasing demand for clean, nutritious, and convenient snack options.
