Viral sensation Trü Frü expands UK portfolio

The brand that turned the frozen aisle into a social media battleground is at it again.

Trü Frü, the award-winning viral frozen snack brand, has announced it is doubling down on its UK success with the launch of its latest variant: Strawberries in White & Dark Chocolate.

Positioned as a permissible snack, each portion contains just 83 calories. The range remains gluten-free and adheres to a clean-label philosophy, containing no artificial colours, flavours, or preservatives — a key selling point for the modern, health-conscious consumer looking for indulgence.

Since its UK debut in March 2024, the Mars-owned brand has transitioned from a TikTok trend to a commercial powerhouse. According to brand data, Trü Frü’s sales have skyrocketed by 85% since 2024, a growth rate seven times faster than the total ice cream category. The brand’s ability to frequently sell out nationwide has cemented its status as one of Mars’ most successful recent launches.

Zoe Isaacs, brand manager at Trü Frü, credits the brand’s rapid ascent to its “social-first” strategy. “There has been strong demand for new Trü Frü flavours and we can’t wait to hear what people think of this new offering,” Isaacs says. “By expanding with this delicious new variant, we hope to give consumers real indulgence that fulfils a permissible need we know they are looking for in the frozen category.”

The decision to launch exclusively with Tesco underscores the retailer’s commitment to high-growth, innovative categories that drive younger footfall into the frozen aisle.

The new product is now available nationwide exclusively through Tesco, spanning both its online platform and 342 selected physical stores.

The new variant features whole, sun-ripened strawberries that are frozen fresh to lock in nutrition and flavour, then hyper-immersed in two distinct layers of silky white and dark chocolate.