Turkey-based snack producer ETi Gıda has acquired US protein bar maker TRUBAR for $173m in cash.
Under the agreement, ETi Gıda purchased the business outright, with no earn-out provisions attached.
Following completion, TRUBAR’s founder, management team and workforce will continue to run the business.
No changes are planned to its products, partnerships or day-to-day operations.
The transaction is designed to support further growth across North America while opening opportunities in overseas markets, the press statement read.
TRUBAR founder and CEO Erica Groussman said: “By joining the ETi family, we’re not changing who we are – we are doubling down on it. 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.”
Established in 2019, TRUBAR increased its retail footprint to more than 21,000 outlets over the past year.
The company reported close to $100m in gross revenue in 2025, exceeding the category’s five-year growth rate, and recently added a children’s range under the TRUBAR kids label.
ETi Gıda, a family-owned group with more than six decades of operating history, said the deal would give TRUBAR access to its manufacturing capacity, operational know-how and international infrastructure.
According to the press statement, the transaction positions TRUBAR to accelerate international expansion while remaining under its current leadership.
ETi Gıda Board chairman Firuzhan Kanatlı added: “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.”
