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Trü Frü: Mars' premium indulgence

Adriana Motta
Oct 29, 2024
2 min read

Trü Frü consists of real fruit pieces that are freeze-dried and then dipped in premium chocolate, creating a better-for-you indulgence that combines the nutritional benefits of fruit with the satisfaction of chocolate. The range includes various fruit types coated in dark, milk, or white chocolate.

Colorful TruFru snack bags arranged around a blue box with fruit and chocolate graphics. Vibrant, playful display of packaging.

Product innovation

The product utilises freeze-drying technology that preserves the fruit's nutritional content, flavour, and structural integrity while removing moisture. The innovation lies in the precise temperature control during both freeze-drying and chocolate enrobing processes to create a product with optimal texture and shelf stability.

Chocolates with fruit centers on a blue background. Text highlights: "Indulge with Mother Nature," "Gluten Free," "Clean Ingredients."

Trü Frü addresses consumer desire for permissible indulgence: treats that offer sensory satisfaction while aligning with health considerations. Its competitive advantage stems from delivering a premium chocolate experience with the added benefit of real fruit, positioning it between conventional confectionery and health snacks.

Development

The concept emerged from Mars' research into evolving snacking habits, which identified growing consumer interest in hybrid products that bridge indulgence and nutrition.

Mars acquired the Trü Frü brand and further developed the product line to enhance quality and scalability.

Hand holding a blue bag of chocolate-covered raspberries against a red background with text: "What's not to love?" and product highlights.

Trend

According to NielsenIQ's 2023 Snacking Report, the "better-for-you indulgence" category grew by 12.5% year-on-year, outpacing both traditional confectionery and pure health snacks.

Mintel research indicated that 68% of consumers seek snacks that provide nutritional benefits without sacrificing taste experience.

Euromonitor International reported that products combining indulgent and nutritious attributes command a 22% price premium on average compared to conventional alternatives.

Launch Details

Following Mars' acquisition of the brand, Trü Frü received an expanded global launch starting in the United States in October 2023, with European markets following in early 2024.

The product was priced at $4.99 / £4.29 for a 3.2oz / 90g pack, positioning it as a premium snacking option.