Wholesome Sweeteners, Inc., owner of the Wholesome! brand of organic, Fair Trade, non-GMO sugars and sweeteners, has announced its purchase of organic candy company TruSweets.
The purchase will add TruSweets' two candy brands, Surf Sweets and TruJoy Sweets, to the Wholesome Sweeteners portfolio.
"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," says Nigel Willerton, ceo, Wholesome Sweeteners. "We're thrilled to welcome TruSweets to the Wholesome Sweeteners brand family! 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."
Wholesome Sweeteners is a pioneer in organic sugar and sweeteners category, with more than 40 retail skus in the United States and Canada under the Wholesome! brand.
TruSweets is an innovator in organic candy with more than 25 retail skus. The company has been making candy since 2008, creating confections for children without the artificial ingredients. TruSweets’ recipes focus on non-GMO, gluten-free candy free of artificial colors, flavors and corn syrup.
Surf Sweets offers a variety of gummy candy made without the 10 most common food allergens, while TruJoy Sweets puts an organic twist on favorites like candy canes, fruit chews and lollipops that are also vegan and kosher.
Under the acquisition, TruSweets will gain access to Wholesome Sweeteners' broad customer base 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," says Bert Cohen, president and founder, 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."
TruSweets will retain its headquarters in Wheeling, Ill.