After taking the UK snacking market by storm last year, award-winning frozen snack brand trüfrü, owned by Mars Incorporated, is celebrating the introduction of two new flavours; Blueberries in White & Dark Chocolate and Raspberries in White & Milk Chocolate. Both new variants will launch as retail exclusives; Blueberries in White & Dark Chocolate will be available from Waitrose across 213 stores from 3rd March and Raspberries in White & Milk Chocolate with Tesco in 795 stores from 10th March. (RRP: £6 / 200g pack).
This month also sees trüfrü triple its distribution following a series of new retailer wins. Tesco Express, Co-op and Sainsbury’s Local are confirmed as new grocery partners with Tesco Express taking Strawberries in White & Milk Chocolate in 1250 stores from March, increasing to 1800 stores by May, Co-op stocking Strawberries in White & Milk Chocolate across 451 stores from 3rd March and Sainsbury’s Local stocking Strawberries in White & Milk Chocolate across 130 stores from April. Following the sell out success of 2024, Tesco main estate, Waitrose and Sainsbury
The latest launches bring the trüfrü product portfolio to five. The range is made using 100% real fruit, picked ripe, before being immersed in two layers of indulgent, deliciously silky chocolate and hyper chilled to lock in all the flavour and nutrition. The range contains no artificial colours, flavours or preservatives and is gluten free. All flavours come in a new 200g mono-material re-sealable pack. Each pouch contains 7 x 28g portions.
The brand, which launched to the UK market in March last year, has fast become one of Mars’ biggest success stories. trüfrü quickly turned into a ‘viral’ craze, gaining millions of views on social media and at times selling out across the country. As a result, trüfrü achieved £7.4m RSV within the first 9 months, contributing 27% to total ice cream value growth and boasting some of the best performing NPDs of 2024.
Carrie Martin, General Manager says “We are so pleased to see such strong and continued success for the trüfrü range. It tastes like real indulgence and fulfils a permissible need that we know consumers are looking for in the frozen category. In fact our research shows that it over-indexes on two key areas, with shoppers saying it improves their mood and that it doesn’t make them feel guilty.
The launch last year surpassed our expectations, and it looks like 2025 is set to be even bigger and better as the ice cream category continues to evolve and we continue to bring NPD innovation into frozen snacking. As a brand, our creativity comes from leading with a social first approach and truly putting consumers at the forefront. There has been strong demand for trüfrü NPD and we can’t wait to hear what people think of our two new flavours. It’s exciting to have such strong support from our retail partners to help us expand the range and distribution”
