trüfrü launches in UK to shake up Frozen Fruit Snack Range

The brand, launched in the US in 2017, changed the game in the US frozen snacking category and was acquired by Mars in 2023 as a perfect addition to its platform of fast-growing, founder-led brands.

Pitched as the next frozen snacking trend, trüfrü is made using 100% natural fruit, picked ripe, double-immersed in smooth chocolate, and hyper-chilled to lock in all the flavour and nutrition.

Containing fewer than 92 calories per serving, the range contains no artificial colours, flavours or preservatives and is gluten free.

Mars said the launch of trüfrü is timely. The ice cream category is continuing to evolve, bitesize and permissible formats are in rapid growth, and the trend for frozen snacking continues to grow.

Firm frozen favourite

Already a firm frozen favourite in the US, it’s now tipped to take the UK market by storm thanks to the combination of simple ingredients and great taste, it offers the ultimate in permissible indulgence.

Carrie Martin, General Manager said “trüfrü tastes like real indulgence and fulfils a permissible need that we know consumers are looking for in the frozen category. We are excited to be able to bring innovative snacking solutions at pace from the US to UK consumers in a way that nurtures this fantastic founder-led brand with the scale and capabilities of Mars.”

The brand will launch in the UK with initially with three flavours: Strawberries in White and milk Chocolate, Raspberries in White and dark Chocolate, and Piña Colada Pineapple in White Chocolate and coconut.