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Waitrose secured as new supermarket plus DWF new wholesale partner

Following a successful launch into the UK market last month, US award-winning frozen snack brand trüfrü today celebrates securing wider UK distribution. From 15th April, Waitrose will take two SKU’s; Strawberries in White & Milk Chocolate (194 stores) and Raspberries in White & Dark Chocolate (239 stores) RRP: £5/227g pack. DWF is also confirmed as the brand’s first wholesaler partner distributing the same two variants to Getir from the start of the month.

Just one month into the brand’s first foray into the UK, trüfrü has already gone viral on Tiktok. With over 9m views across 350 pieces of user-generated content, the brand is fast becoming one of Mars’ biggest success stories.

trüfrü is made using 100% real fruit, picked ripe, before being double immersed in delicious decadent smooth chocolate and hyper chilled to lock in all the flavour and nutrition. Containing fewer than 92 calories per serving, the range contains no artificial colours, flavours or preservatives and is gluten free.

Carrie Martin, General Manager says “We are so pleased to see such strong early success for the trüfrü range, the launch has surpassed our expectations. We know that the ice cream category is continuing to evolve, with bitesize and permissible formats in rapid growth and are so pleased to have the support of Waitrose and DWF to help us further drive distribution for our customers”.

The brand, which first launched in the US in 2017, has since reached $215M RSV (Nielsen L52 w/e 17.02.24), completely changing the game in the US frozen snacking category. It was acquired by Mars in Q1 2023, to join their ever expanding better-for-you snacking portfolio.

Find out more at / @trufru_uk

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