NOSH Live 2023 Replay: Inside the TrüFrü Deal: Product, People and Position

During the first day of NOSH Live 2023, a trio of current and former executives from Mars, TrüFrü and Houlihan Lokey discussed Mars’ 2022 acquisition of TrüFrü. They reflected on the chocolate-covered frozen fruit maker’s journey from inception to acquisition target as well as the process it took to accomplish the deal.

For Osher Hoberman – former VP of global business development at Mars, Inc. – his interest in TrüFrü was rooted in the brand’s commitment to taste, product development and a “top-notch” consumer experience. From a data standpoint, Mars found confidence in TrüFrü’s strong velocities, ACV and tight portfolio.

Watch the full video above to learn more about the sale and hear about Mars’ upcoming plans for TrüFrü, including a potential expansion into new temperature states.