US frozen fruit treat brand makes its debut to the UK
AWARD-winning frozen snack brand Trüfrü has launched into the UK market with a national listing across Tesco stores.
The American frozen fruit treat brand makes its debut with three different variants including Strawberries in White & Milk Chocolate, Raspberries in White & Dark Chocolate and Piña Colada Pineapple in White Chocolate & Coconut.
All three will roll out to 650 Tesco stores across the UK with an RRP of £5 per 227g pack.
The brand has already seen a massive amount of success in the US since its launch in 2017 sitting at worth of $215million according to Nielsen data for the year to 17 February.
Acquired by Mars in the first quarter of 2023, Trüfrü now joins the firm’s better-for-you snacking portfolio and marks a strong addition to its platform for fast-growing, founder-led brands.
Trüfrü will also roll out to wider markets across the UK including through wholesalers and independents in the coming months.
Pitched as the next frozen snacking trend, Trüfrü is made using 100% real fruit which is then double immersed in smooth chocolate and hyper chilled.
Each pack contains fewer than 92 calories per serving with no artificial colours, flavours or preservatives and is also gluten-free.
Trüfrü reckons the launch comes at an ideal time for the ice cream category as a whole, with more bitesize, smaller treats in a prime position to grow within the category.
Already a firm favourite in US markets, the brand is now tipped to grow here in the UK with its aim to combine simple ingredients and great tastes and offer a more permissible treat to UK consumers.
Carrie Martin, general manager at Trüfrü, said: “Trüfrü tastes like real indulgence and fulfils a permissible need that we know consumers are looking for in the frozen category.
“We are excited to bring innovative snacking solutions at pace from the US to UK consumers, in a way that nurtures this fantastic founder-led brand with the scale and capabilities of Mars.”
