Erica Groussman
Erica Groussman
Forbes
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Newsweek
Why TRUBAR Stands Out in the Protein Bar Aisle
Erica Groussman Shares Her Wellness
Padel pro @ornella.beltramino is officially part of team TRU. We caught up with her in Miami to show how she fuels up on and off the court with TRUBAR KiDS in hand.
53From the Wicked collab to launching TRUBAR KiDS and landing in 15,000+ new stores this year. We couldn’t have done it without you.
Here’s to more indulgent flavors, fun and TRU magic in 2026 ✨
53TRUBAR has been acquired by ETi Gıda.
There’s a lot of emotion in a moment like this. Gratitude, pride, relief, and a deep respect for how much work it actually takes to get here. Nothing about this journey was easy or overnight. It was built by an incredible team, loyal customers, supportive retail partners, and a whole lot of late nights, tough decisions, and belief in what we were creating.
From day one, the goal was simple: make a protein bar that people actually craved. Something indulgent, plant based, and made with ingredients you could feel good about. To see that idea grow into a brand found in tens of thousands of stores and now attract a global partner is incredibly surreal.
As I shared with Forbes, the dream has always been bigger than a single product or even a single market. I want to see TRUBAR everywhere. And with ETi Gıda’s scale, experience, and global reach, we now have the opportunity to do just that.
To everyone who has been part of this journey, employees, investors, retailers, partners, friends, and customers, thank you. This milestone belongs to all of you.
A special thank you to Damien Byrne for believing in me and the TRU team, and to Richard Kellam, J. R. Kingsley Ward and the VRG Capital team
53Strong shots, strong snacks, strong partnership. 💛
Padel pro @ornella.beltramino is officially part of team TRU. We caught up with her in Miami to show how she fuels up on and off the court with TRUBAR KiDS in hand.
7 months ago
2025 was TRUly unforgettable 💖
From the Wicked collab to launching TRUBAR KiDS and landing in 15,000+ new stores this year. We couldn’t have done it without you.
Here’s to more indulgent flavors, fun and TRU magic in 2026 ✨
7 months ago
After years of building, scrapping, repacking bars in my kitchen, celebrating the wins and surviving the not-so-glamorous moments, we’ve officially reached a milestone I once only dreamed about.
TRUBAR has been acquired by ETi Gıda.
There’s a lot of emotion in a moment like this. Gratitude, pride, relief, and a deep respect for how much work it actually takes to get here. Nothing about this journey was easy or overnight. It was built by an incredible team, loyal customers, supportive retail partners, and a whole lot of late nights, tough decisions, and belief in what we were creating.
From day one, the goal was simple: make a protein bar that people actually craved. Something indulgent, plant based, and made with ingredients you could feel good about. To see that idea grow into a brand found in tens of thousands of stores and now attract a global partner is incredibly surreal.
As I shared with Forbes, the dream has always been bigger than a single product or even a single market. I want to see TRUBAR everywhere. And with ETi Gıda’s scale, experience, and global reach, we now have the opportunity to do just that.
To everyone who has been part of this journey, employees, investors, retailers, partners, friends, and customers, thank you. This milestone belongs to all of you.
A special thank you to Damien Byrne for believing in me and the TRU team, and to Richard Kellam, J. R. Kingsley Ward and the VRG Capital team
7 months ago