Turkish snack company acquires Trubar

MIAMI — ETi Gida, a Turkey-based snack company, has acquired protein bar maker Trubar for $173 million.

“For 65 years, ETi has built trusted snack brands grounded in quality, innovation, and deep consumer connection,” said Firuzhan Kanatli, chairman of the board of ETi Gida. “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.”

Trubar said the transaction will provide the resources to continue its growth trajectory across North America. Trubar’s founder, leadership team and employees will maintain their positions, according to the company.

“By joining the ETi family, we’re not changing who we are — we’re doubling down on it,” said Erica Groussman, founder and chief executive officer 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.”

Founded in 2019, Trubar has expanded its retail footprint to more than 21,000 locations. The company reached nearly $100 million in gross revenue in 2025. Last year the company expanded into the children’s market with the launch of Trubar Kids.