US organic sweetener maker Wholesome Sweeteners has acquired organic candy maker TruSweets.
The deal sees the addition of TruSweets’ two candy brands – Surf Sweets and TruJoy Sweets – to the Wholesome Sweeteners portfolio. Financial details were not disclosed.
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TruSweets produces organic candy and sells into the mainstream grocery channel as well as the natural channel. Its recipes are made up of non-GMO, gluten-free ingredients that are also free of artificial colours, flavours and corn syrup.
“Better-for-you candy is a large and growing market. Consumers are actively seeking ‘free-from’ products to address their desire for cleaner food options. We’re thrilled to welcome TruSweets to the Wholesome Sweeteners brand family. We’re looking forward to building on the great path they have forged to give consumers organic candies that they enjoy eating and can trust buying,” Wholesome Sweeteners CEO Nigel Willerton said.
TruSweets will retain its headquarters in Wheeling, Illinois.
“This was the right growth opportunity for us and we are looking forward to utilising the resources and ideas that have been so impactful to the Wholesome! brand,” said Bert Cohen, president and founder of TruSweets.
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By GlobalDataWholesome Sweeteners is a maker of organic sugar and sweeteners with over 40 retail SKUs in the US and Canada under the Wholesome! brand name.
