You’ve seen them in the freezer aisle. Those bright, minimalist bags of frozen raspberries and blueberries drenched in white and dark chocolate. It’s the kind of snack that feels like a cheat code because it's basically fruit, right? But as those little bags started colonizing every Costco and Target in the country, a lot of people started asking the same question: who actually owns Tru Fru?
People usually assume it’s some small, indie startup based out of a garage in California. Or maybe they think it’s a subsidiary of a massive health-food conglomerate like Nestlé.
The truth is a little more interesting. It’s a story about a massive corporate bet on "better-for-you" snacking and a family-owned empire that’s been around for over a century.
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The Big Reveal: Who Owns Tru Fru Right Now?
To keep it simple, Mars, Incorporated owns Tru Fru.
Yes, the same Mars that makes M&Ms, Snickers, and Skittles. They officially closed the deal to acquire the brand in early 2023. If you’re surprised that a company famous for sugary candy bought a brand that markets itself as healthy, you haven't been paying attention to the snack world lately.
Mars has been on a shopping spree.
They are trying to pivot away from being just "the candy people." Before they grabbed Tru Fru, they scooped up KIND (the nut bar people) and Nature’s Bakery (the fig bar people). Tru Fru was the missing piece of the puzzle—the "frozen" and "shelf-stable" fruit category that allowed them to dominate the entire snack aisle, from the checkout line to the freezer case.
What Really Happened During the Sale?
Honestly, the acquisition wasn't a hostile takeover or anything dramatic. It was actually a very calculated move by both sides.
Tru Fru was founded in 2017 in West Valley City, Utah. The original masterminds were Brian Neville, Taz Murray, and Brandon O’Brien. These guys weren't just random entrepreneurs; they were snack industry veterans. They saw a gap in the market: people wanted something that felt indulgent but didn't come with the massive guilt trip of a pint of ice cream.
By 2022, Tru Fru was growing like crazy. Their sales had increased fivefold since they launched. When you're growing that fast, you hit a wall. You need more factories. You need better shipping. You need the kind of money that only a giant can provide.
The Founder Handover
When Mars stepped in, they didn't just fire everyone and move production to a candy factory. That’s usually how these things go, but Mars does things a bit differently. They kept Tru Fru as a separate business unit.
Brian Neville stayed on as CEO for a while to keep the "soul" of the brand alive. However, as of late 2025 and heading into 2026, we’ve seen some leadership shifts. Harvey Millar eventually stepped into the CEO role to guide the brand through its next massive phase: global expansion.
They even moved their headquarters to a fancy new office in downtown Salt Lake City recently. It’s a sign that even though a Virginia-based giant owns them, their Utah roots are still a huge part of the brand's identity.
Is It Still "Healthy" Under Mars?
This is the part where people get skeptical. "Once a big corporation buys a brand, the ingredients always go to trash." You’ve heard that one, right?
With Tru Fru, they haven't really messed with the formula. Why? Because the formula is why they bought it. The brand relies on "hyper-chilled" and "hyper-dried" technology. Basically, they pick the fruit at peak ripeness and freeze it so fast that the cell structure stays intact. If Mars started using cheap, mushy fruit or low-grade chocolate, the TikTok crowd—who basically built this brand through viral videos—would sniff it out in a heartbeat.
The biggest change since the ownership shift isn't the recipe; it’s the availability.
Before Mars, you had to hunt for certain flavors. Now, because Mars has one of the most powerful distribution networks on the planet, you can find those chocolate-covered strawberries in gas stations, airports, and tiny grocery stores in the middle of nowhere.
The Mars Empire: A Quick Reality Check
It’s worth noting who Mars actually is. This isn't a public company. There are no shareholders screaming for quarterly profits at the expense of everything else.
Mars is a private, family-owned business. The Mars family is one of the wealthiest in the world. Because they don't have to answer to Wall Street, they tend to buy brands and hold onto them for decades. This is why Tru Fru hasn't changed much since the 2023 buyout. They are playing the long game.
They are currently integrating Tru Fru into a broader "Health & Wellness" segment. In their internal world, Tru Fru sits at the same table as:
- KIND Snacks
- Nature’s Bakery
- Kellanova (Mars made a massive move to acquire the Pringles and Cheez-It maker recently too, further complicating the "who owns what" map).
Why This Matters for You
If you’re a fan of the snacks, the ownership change is actually a win. It means more flavors (like the Piña Colada or the Parfait versions) are coming to more stores. It also means the price stays relatively stable because Mars has the leverage to negotiate better deals on cocoa and fruit.
But, if you liked the "small town Utah" vibe of the original brand, just realize that the "indie" era is officially over. Tru Fru is a global powerhouse now.
Actionable Insights for the Savvy Snacker
If you want to stay on top of what's happening with the brand or just get the best out of it, here’s what you should do:
- Check the "Better-For-You" Aisle: Don't just look in the freezer. Since Mars took over, they’ve pushed the shelf-stable (non-frozen) bags much harder. These are usually near the granola bars or "natural" snacks.
- Watch for Global Flavors: Mars is currently pushing Tru Fru into international markets like the UK and China. Keep an eye out for region-specific flavors that might make their way back to the US as "limited editions."
- Don't Fear the Parent Company: While it's easy to hate on "Big Food," the private ownership of Mars generally means fewer "shrinkflation" tricks compared to public competitors. If the bag feels lighter, it’s probably a supply chain issue with the fruit harvest, not a corporate mandate to rip you off.
Tru Fru is a rare success story where the original founders' vision of "better chocolate snacks" actually survived a billion-dollar buyout without losing its flavor.