Trü Frü

In February 2022 Trü Frü's CEO said he would love to cover one billion pieces of fruit in chocolate that year. The company, then based in West Valley City, had already done 525 million over the previous two years, and it said that growth came without paid advertising.

Brian Neville called the product a healthy frozen snack disguised as a treat and a frozen treat disguised as a healthy snack, which covers every shopper who has stood in the freezer aisle reading a label. FoodNavigator says the company launched in 2016, and KSL says it debuted in West Valley City with frozen and freeze-dried chocolate-covered fruit. Mars later described it as founded by its management team, with Neville as CEO. Taz Murray was president and Brandon O'Brien was chief operating officer.

The raspberries in dark and white chocolate come in an 8 ounce bag, and the bananas get peanut butter. Growth came from word of mouth and social media, the company said. Trü Frü reported 30.3 million organic TikTok views and more than a million free samples handed out, with plans to double the giveaways in 2022. It had increased production capacity by 400 percent and added 80,000 distribution points in 2021. Target, Kroger, Albertsons, Costco, Sam's Club and Walmart carried it.

Mars announced in December 2022 that it would buy Trü Frü, with the deal expected to close in the first quarter of 2023. The brand, which had about 50 employees, would run as a separate business within Mars and stay led by Neville. Andrew Clarke, then global president of Mars Snacking, said Mars wanted to be the preferred home for emerging and founder-led brands.

Mars is still the owner, per KSL in March 2025, so this listing is about a company that runs from Utah, not one that is independent. KSL reported that Harvey Millar took over as CEO when the co-founders stepped down, and that he says the business has doubled since the acquisition and now has 70 to 80 employees. The company also became a sponsor at Utah Hockey Club games.

In March 2025 the company moved into a downtown Salt Lake City office on the 14th floor of 170 S. Main. It has a test kitchen and a TikTok studio, and a chocolate-covered strawberry sculpture oozes out of a stairwell near the entrance. A company that handed out more than a million samples now keeps a strawberry on the stairs.