trüfrü makes Irish market debut
Viral US frozen snack brand trüfrü launches in Ireland this September, bringing real fruit dipped in chocolate to supermarkets nationwide
Print9 September 2025
This September sees award winning US frozen and TikTok’s viral snack trüfrü, launch into the Irish market across supermarkets nationwide.
The brand, which first launched in the US in 2017, has since reached close to $300m (€255m) in retail sales value completely changing the game in the US frozen snacking category.
The brand will launch initially with three flavours; Strawberries in White & Milk Chocolate, Raspberries in White & Dark Chocolate and Pina Colada Pineapple in White Chocolate & Coconut, which will roll out from the start of September.
Coming soon
trüfrü will then be rolling out across more Irish channels and customers, including wholesalers and independents, in the coming months.
Already a huge success in the US and UK, trüfrü is pitched as Ireland’s next frozen snacking trend, made using 100% real fruit, picked ripe, before being double immersed in delicious decadent smooth chocolate and then hyper chilled to lock in all the flavour and nutrition.
The range contains no artificial colours, flavours or preservatives and is gluten free.
The launch of trüfrü is timely.
With the ice cream category continuing to evolve, bitesize and permissible formats are in rapid growth and the trend for frozen snacking continues to open up from the ambient category.
Already a firm frozen favourite in the UK, it’s now tipped to take the Irish market by storm thanks to the combination of simple ingredients and great taste, it offers the ultimate in permissible indulgence.
Sean Mullen, health & wellness market lead for Ireland said: “trüfrü not only tastes like real indulgence, but fulfils a need we know consumers are now looking for in the frozen category.
“Our Ireland launch has moved from idea to in-store in just 8 months, which is down to the hard work, agility, and pace of the team involved.
“It also shows what’s possible when insurgent businesses join Mars Snacking, with our commitment to nurturing emerging and founder-led brands, while supporting their accelerated growth journey.”
Read more: Strong Roots launches Sweet Potato Fries campaign
© 2025, ShelfLife by Ryan Brennan
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