ETi Gidas’s $173M all-cash deal for Trubar marks the latest acquisition in the red-hot protein and better-for-you space. For independent brands still on the shelf, the question may be no longer if they’ll sell, but when
Trubar has been snapped up for $173 million by ETi Gida, a family-owned global snack company headquartered in Turkey, a deal that will bring the plant-based and vegan protein bar brand to new international markets.
The transaction is a 100% acquisition with no earn-out, paid entirely in cash. Founder and CEO Erica Groussman and the rest of the Trubar team will remain in place, the company confirmed.
“By joining the ETi family, we’re not changing who we are — we’re doubling down on it,” Groussman said. “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.”
Trubar, which comes in several dessert-inspired flavors, has expanded to more than 21,000 retail locations and reached nearly $100 million in gross revenue in 2025, according to the company.
“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,” ETi Gida chairman Firuzhan Kanatlı said. “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.”
Along with a functional category, ETi Gida sells products spanning biscuits, chocolates, salt snacks and chilled and frozen bites.
The deal comes as global players continue to scoop up protein and better-for-you brands at an accelerating pace.
Last January, Ferrero Group acquired Power Crunch, adding to its growing better-for-you portfolio that already includes Fulfil and Eat Natural in Europe. Mars Inc. completed its acquisition of Kellanova late last year, bringing RxBar into its portfolio alongside Kind, which it acquired in 2020.
PepsiCo has been adding better-for-you brands including Siete and prebiotic soda brand Poppi, joining Health Warrior, Off The Eaten Path, Sabra, PopCorners and Bare. The Hershey Co. isn’t missing out either — the company struck a deal for healthy popcorn and snack brand LesserEvil last April.
Protein, for its part, has become the darling macronutrient. The protein obsession has pushed restaurants and fast-casual chains to overhaul menus with high-protein options, and even boosted traffic at Starbucks, after it leaned into protein-packed drinks and snacks.
And if there’s any doubt protein has reached peak mania, consider this: Beyond Meat, the plant-based company known for engineering burger and sausage substitutes, recently launched Beyond Immerse, a sparkling protein beverage line. The pivot signals just how irresistible the protein opportunity has become, even for brands built on solid food, although some insiders are betting on a fiber boom, too.
