Trubar, the protein bar brand known for its dessert-inspired flavors and clean ingredients, today announced the completion of its acquisition by Eti Gıda, a leading global snack company headquartered in Turkey (Türkiye). Under the terms of the agreement, Eti Gıda acquired 100% of Trubar for $173 million in cash, with no earn-out.

The acquisition marks a pivotal moment in the brand's growth trajectory, positioning it to scale further across North America while expanding into new international markets. Trubar's founder, leadership team, and employees will remain in place, continuing to operate the brand with the same vision, values, and mission that have driven its success to date, it says.

“By joining the Eti family, we’re not changing who we are- we’re doubling down on it,” says Erica Groussman, 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.”

Consumers can expect continuity across Trubar's product lineup, partnerships, and day-to-day operations, now with the added benefits of Eti Gida’s global scale and expertise, it notes.

Eti Gıda is a family-owned company that has been a leader in the global snack category for more than 65 years, recognized for its world-class manufacturing, deep consumer loyalty, and iconic brands, the company says. The partnership aims to provide Trubar with significant resources to support continued growth in North America while accelerating expansion into new international markets.

“For 65 years, Eti has built trusted snack brands grounded in quality, innovation, and deep consumer connection,” says Firuzhan Kanatlı, chairman of the board of Eti Gıda. “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," he continues. "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.”

“Eti Gıda isn’t just a snack company—it’s a brand people grow up with,” Groussman adds. “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.”

Founded in 2019, Trubar quickly emerged as a category disruptor, redefining what better-for-you snacking could look and taste like, the brand says. Over the past year, it has expanded its retail footprint to more than 21,000 locations. Trubar reached nearly $100 million in gross revenue in 2025, more than doubling the category’s five-year growth rate, it notes. The company has also expanded its portfolio with the launch of Trubar Kids, bringing its mission to a new generation of consumers.

Related: Trubar launches Wicked LTO