trüfrü celebrates new distribution wins for frozen fruit snack range
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Following its entry into the UK snacking market last year and the addition of two new flavours in 2025, frozen snack brand trüfrü, owned by Mars Incorporated, has announced two new distribution agreements. From the end of April, Ocado will stock the brand’s three core flavours: Strawberries in White & Milk Chocolate, Raspberries in Dark & White Chocolate, and Piña Colada Pineapple in White Chocolate & Coconut. The same range is also now available through Zapp, a London-based convenience delivery service.
The new launches follow the introduction of two new product development (NPD) flavours in March 2025 and a series of retail distribution gains earlier in the year. Tesco Express, Co-op and Sainsbury’s Local have added trüfrü products to their ranges, while Tesco main estate, Waitrose and Sainsbury’s have expanded their existing listings. Tesco has also introduced the new Raspberries in White & Milk Chocolate flavour, and Waitrose has launched the new Blueberries in White & Dark Chocolate, both as retailer exclusives. These developments have increased the total number of UK stocking points to 6,957, representing a 344% year-on-year increase.
The range is made with 100% real fruit, picked at peak ripeness, then coated in two layers of chocolate and frozen to preserve flavour and nutritional value. The products contain no artificial colours, flavours or preservatives and are gluten-free. All flavours are available in new 200g mono-material resealable packs, with each pouch containing seven 28g portions.
The brand, which entered the UK market in March 2024, has experienced rapid growth. trüfrü gained significant attention on social media and, at times, sold out in locations across the country. Within its first nine months, the brand recorded £7.4 million in RSV, contributing 27% to total ice cream value growth and delivering some of the best-performing new product developments (NPDs) of 2024.
Carrie Martin, general Manager, commented on the range’s performance, noting that trüfrü has shown strong and sustained growth. According to internal research, the product over-indexes in two key areas, with shoppers reporting that it improves their mood and is associated with low levels of guilt. Martin stated that the 2024 launch exceeded expectations and expressed optimism for further growth in 2025 as the ice cream category continues to develop. She also acknowledged the role of new retail partners in supporting the brand’s expanded distribution and audience reach.
Find out more at https://trufru.co.uk / @trufru_uk