Trubar set for acquisition by ETİ Gıda in US$142M deal
This deal underscores consolidation in the better-for-you snacking space, where international players seek established brands to fuel expansion.
CANADA – Vancouver-based plant-based snack maker Trubar Inc. has entered a definitive agreement to be acquired by ETİ Gıda Sanayi ve Ticaret, a prominent Turkish consumer packaged goods company, in a transaction valued at approximately C$201 million (US$142M).
ETİ Gıda, headquartered in Eskişehir, Turkey, will purchase all outstanding common shares of Trubar for C$1.64 (US$1.17) per share through an affiliate, representing a significant premium for shareholders and marking a pivotal moment in the growing plant-based snacking sector.
Founded in 2019 by CEO Erica Groussman, Trubar specializes in high-protein snacks crafted from natural, clean-label ingredients and has quickly established a strong foothold in North America’s competitive protein bar market.
The company’s innovative products emphasize taste and nutrition, aligning with rising consumer demand for sustainable, plant-derived alternatives amid shifting dietary trends.
This deal underscores consolidation in the better-for-you snacking space, where international players seek established brands to fuel expansion.
ETİ Gıda brings decades of expertise in scaling consumer brands, with a proven track record over six decades in the CPG industry.
Executive Chairman Kingsley Ward hailed the acquisition as a “significant milestone,” noting ETİ Gıda’s ideal fit to propel Trubar’s growth at this stage of development.
Groussman echoed enthusiasm, stating the partnership leverages ETİ Gıda’s resources to accelerate North American expansion and enable international market entry, opening new growth avenues for Trubar’s portfolio.
The transaction awaits shareholder, court, and regulatory approvals, with closure anticipated in Q1 2026. Upon completion, Trubar’s shares will be delisted from the TSX Venture Exchange, and the brand will transition to ETİ Gıda’s private ownership.
This move reflects broader industry dynamics, in which Turkish firms are increasingly investing in global plant-based innovators to diversify beyond domestic markets and tap into premium snacking trends.
For Trubar, the acquisition promises enhanced distribution, R&D capabilities, and marketing muscle from ETİ Gıda’s established infrastructure.
Stakeholders view it as validation of Trubar’s rapid ascent from startup to acquisition target, positioning the brand for sustained innovation in clean-label proteins amid global health-conscious consumerism.
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