TRUBAR: Protein Bar Brand Acquired By ETi Gıda For $173 Million Cash

February 9, 2026

TRUBAR, a fast-growing protein bar brand known for dessert-inspired flavors and clean ingredients, has been acquired by Turkey-based snack company ETi Gıda in an all-cash deal valued at $173 million. ETi Gıda acquired 100% of TRUBAR with no earn-out, according to the companies.

The transaction positions TRUBAR to scale further across North America while pursuing expansion into additional international markets. TRUBAR’s founder, leadership team, and employees will remain in place and continue to operate the business, with the company emphasizing continuity across products, partnerships, and day-to-day operations. pulse 2.0