US frozen snack brand trüfrü has debuted in the UK market with its first supermarket listing in Tesco.
The brand will initially launch with three flavours; Strawberries in White & Milk Chocolate, Raspberries in White & Dark Chocolate and Piña Colada Pineapple in White Chocolate & Coconut.
Pitched as the next frozen snacking trend, the chocolate covered frozen fruit brand was acquired by FMCG giant Mars last year and aims to disrupt the ice cream category through its bitesize and permissible format.
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It aims to build upon its current success in the US, which saw it reach a £167m ($215m) retail sales value since its first launch in 2017.
trüfrü general manager Carrie Martin said: “trüfrü tastes like real indulgence and fulfils a permissible need that we know consumers are looking for in the frozen category.
“We are excited to be able to bring innovative snacking solutions at pace from the US to UK consumers, in a way that nurtures this fantastic founder-led brand with the scale and capabilities of Mars.”
trüfrü will roll out from 11 March across 650 main estate Tesco stores, available for RRP £5/277g pack. The sweet treats will then be listening in further UK channels, both wholesalers and independents, in the coming months.
