Meet TruFru

TruFru: Redefining the Frozen Aisle

Founded in 2017 by food innovators Taz Murray, Brandon O'Brien, and Brian Neville, TruFru was born out of a simple question: Why do we have to choose between a healthy snack and a decadent dessert? Frustrated by the lack of genuinely nutritious options in the confectionery and ice cream aisles, the founders set up shop in Salt Lake City, Utah, with a mission to create the ultimate "permissible indulgence." They wanted a snack that retained the raw, vibrant goodness of real fruit but delivered the ultimate satisfaction of premium chocolate. By marrying advanced food science with clean, simple ingredients, TruFru successfully disrupted the global snack market—pioneering an entirely new product category that eventually caught the attention of food giant Mars, who acquired the brand to help take their frozen revolution global.

Today, TruFru is loved worldwide by health-conscious snackers and dessert lovers alike, proving that you never have to compromise on taste to look after your body.

What Makes TruFru Different?

The Science of "Hyper-Chilling"

Unlike traditional frozen snacks that can become icy, soggy, or lose their flavour, TruFru uses a proprietary flash-freezing process. By lowering temperatures to extreme sub-zero levels within an atmospheric-controlled chamber, the fruit is frozen instantly. This locks in 97% of the fruit's original nutrients, natural juices, and vibrant texture at peak ripeness.

Premium Double-Dipping

TruFru doesn't just glaze their fruit; they submerge it. Every individual piece undergoes a meticulous double-dipping process. The fruit is first wrapped in a layer of smooth, velvety white chocolate, followed by a second outer layer of sustainably sourced milk or dark chocolate. This creates a complex, multi-textured flavour profile unmatched by standard chocolate-covered snacks.

A True "Permissible Indulgence"

While it satisfies a sweet tooth exactly like a premium ice cream or chocolate bar, TruFru is fundamentally a fruit-first snack. With clean, gluten-free, and non-GMO ingredients, a single serving contains no artificial preservatives and averages just 80–90 calories. It bridges the gap between the health food aisle and the confectionery stand perfectly.