The owner of the top U.S. brand of organic, fair trade, and non-GMO sugars and sweeteners, Wholesome Sweeteners Inc., has acquired the organic candy company, TruSweets, for an undisclosed amount. The deal, which will add TruSweets’ two candy brands, Surf Sweets and TruJoy Sweets, and its 25 retail skus to the portfolio of Wholesome’s products was closed on November 23.

 

Wholesome Sweeteners is a pioneering company within the organic sugar and sweetener space, growing to have more than 40 skus under the Wholesome! name brand being sold across the U.S. and Canadian markets.

 

"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, chief executive officer of Wholesome Sweeteners in a company press release.

 

Since its founding in 2008, TruSweets has been producing organic candies that are gluten-free, non-GMO, and free of artificial colors, flavors and corn syrup. The company makes better-for-you versions of gummy candies, candy canes, fruit chews, choco chews, and lollipops that are also vegan and kosher.

 

“This was the right growth opportunity for us…” said Bert Cohen, president and founder of TruSweets, adding, “…we are looking forward to utilizing the resources and ideas that have been so impactful to the Wholesome! brand."