ETi Food took a significant step towards globalization by acquiring the protein bar brand TRUBAR, which holds a significant market share in North America, for 173 million dollars.
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ETi, one of the leading brands in the food and snack sector in Turkey, has taken a significant step towards strengthening its global positioning. The brand acquired 100% of the rapidly growing protein bar brand TRUBAR for 173 million dollars. According to the announcement, the acquisition represents a critical turning point in TRUBAR's growth journey. This step ensures the brand's further scaling across North America while also opening the door to new international markets. ETi, in turn, increased its claim in international markets by acquiring a young, dynamic, and significant brand with this acquisition. "This acquisition will strengthen our presence in international markets" Emphasizing that the sectoral expertise and operational strength of the company, as well as the experiences and market penetration agility of TRUBAR in the field of clean-ingredient products, complement each other, ETi Board Chairman Firuzhan Kanatlı said the following about the acquisition: "Our company, ...