A Miami Beach snack startup just landed a blockbuster exit. TRUBAR, the local plant‑based protein‑bar brand that quietly built a national following, has been sold to Turkey’s ETi Gıda in a $173 million deal. The founder and core team are not cashing out and walking away, though. They are staying on to run the brand as it plugs into a much larger global machine.
The company says the move is about scale, not a reset. TRUBAR has pitched itself as a clean‑label, better‑for‑you bar line, and under its new owner it is being positioned as a platform for international growth while keeping its existing products and employees in place.
In a press release via Business Wire, TRUBAR confirmed that ETi Gıda acquired 100% of the company in an all‑cash deal worth $173 million, with no earn‑out attached. Founder and CEO Erica Groussman will remain in her role, and the current leadership team and staff will continue operating the brand. The release casts the acquisition as a way to speed up TRUBAR’s North American expansion while opening doors to new international markets…