Today, Wholesome Sweeteners, Inc., owner of Wholesome!, the leading U.S. brand of organic, fair trade and non-GMO sugars and sweeteners, has announced its purchase of the organic candy company, TruSweets. Finalized on Nov. 23, TruSweets adds its two candy brands, Surf Sweets and TruJoy Sweets to the Wholesome Sweeteners portfolio.
Wholesome Sweeteners, Inc. has been a longstanding pioneer in the organic sugar and sweeteners category, currently offering more than 40 retail skus in the United States and Canada under the Wholesome! name brand. TruSweets is the leading innovator in organic candy with more than 25 retail skus. The acquisition is a natural fit for both companies that share a passion for organic, high quality ingredients and environmental responsibility.
"Better-for-you candy is a large and growing market. Consumers are actively seeking 'free-from' products to address their desire for cleaner food options. We're thrilled to welcome TruSweets to the Wholesome Sweeteners brand family!" said Nigel Willerton, CEO, Wholesome Sweeteners, Inc. "We're looking forward to building on the great path they have forged to give consumers organic candies that they enjoy eating and can trust buying."
Since 2008, TruSweets has been making organic candy that kids enjoy without the artificial ingredients that concern parents. Its recipes are made up of non-GMO, gluten-free candy that is also free of artificial colors, flavors and corn syrup. TruSweets' original brand, Surf Sweets, carries a broad variety of gummy candy (e.g. fruity, sour, rings and jelly beans, etc.) made without the 10 most common food allergens. Its additional brand TruJoy Sweets offers an organic twist on timeless candy favorites like candy canes, fruit chews, choco chews and lollipops that are also vegan and kosher. This acquisition positions TruSweets for prime growth as it will have access to Wholesome Sweeteners' broad customer base and marketing and sales resources.
"We're very excited to join the Wholesome Sweeteners team. Their passion for organics, environmental sustainability and fair trade are a perfect match for what we stand for here at TruSweets. This was the right growth opportunity for us and we are looking forward to utilizing the resources and ideas that have been so impactful to the Wholesome! brand," said Bert Cohen, president and founder of TruSweets.
TruSweets will retain its headquarters in Wheeling, Illinois and Wholesome Sweeteners, Inc. will remain in Sugar Land, Texas. Financial details were not disclosed.