News

Wholesome Sweeteners buys TruSweets

3 Dec 2015

Wholesome Sweeteners, owner of Wholesome!, said to be the leading U.S. brand of organic, Fair Trade and non-GMO sugars and sweeteners, has acquired organic candy company, TruSweets.

Wholesome Sweeteners, owner of Wholesome!, said to be the leading U.S. brand of organic, Fair Trade and non-GMO sugars and sweeteners, has acquired organic candy company, TruSweets.

Wholesome Sweeteners says that it 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! brand. TruSweets is said to be the leading innovator in organic candy with more than 25 retail skus. The acquisition is, says Wholesome, a natural fit for both companies who share a passion for organic, high quality ingredients and environmental responsibility.

TruSweets has been making organic candy since 2008. Its recipes are made up of non-GMO, gluten-free candy that is also free of artificial colours, flavours 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 favourites like candy canes, fruit chews, choco chews and lollipops that are also vegan and kosher. The acquisition is said to position 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,” said Bert Cohen, president and founder of TruSweets. “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.”