They Started in Miami Beach—Now This Protein Bar Powerhouse Just Cashed Out for $173 Million!

February 10, 2026

In a major move for South Florida’s burgeoning “better-for-you” food sector, Miami Beach-based TRUBAR has been acquired by the Turkish confectionery and snack giant ETİ Gıda. The all-cash transaction, valued at $173 million, was finalized on February 6, 2026, marking a significant exit for the local startup. Founded in 2019 by Erica Groussman, TRUBAR quickly carved out a niche in the crowded protein bar market by prioritizing “clean-label” indulgence. With flavor profiles like Saltylicious Almond Love and Daydreaming About Donuts, the brand successfully bridged the gap between functional nutrition and dessert-like appeal.

The numbers behind the deal highlight a meteoric trajectory:

Revenue Growth: The company reached nearly $100 million in gross revenue in 2025.
Retail Presence: From its humble beginnings in Miami Beach, TRUBAR expanded to over 21,000 retail locations, including major partnerships with Costco, Target, and Whole Foods.
Strategic Fit: The acquisition was executed via a plan of arrangement with Simply Better Brands, TRUBAR’s parent company, moving 100% ownership to ETİ Gıda with no earn-out provisions.

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Despite the change in ownership, TRUBAR’s soul remains in Miami. Groussman will continue to lead as CEO, and the company has confirmed that its leadership team and employees will remain in place to maintain the brand’s distinct culture and vision.

For ETİ Gıda, a family-owned powerhouse founded in 1961 with over 8,500 employees, the acquisition is a calculated entry into the North American functional snack market. The partnership will grant TRUBAR access to ETİ’s vast manufacturing infrastructure and international distribution networks, aimed at transforming the Miami-born bar into a global household name. This $173 million deal is more than just a corporate win; it is a validation of Miami Beach’s growing identity as a hub for the health and wellness industry. The “Wellness Capital” Shift: Traditionally known for tourism and nightlife, Miami Beach is increasingly becoming a headquarters for health-conscious CPG (Consumer Packaged Goods) brands. The success of TRUBAR mirrors the city’s broader trend toward luxury wellness, seen in the recent influx of high-end fitness clubs and biohacking clinics. Attracting Global Investment: An acquisition of this size by a major Turkish firm proves that South Florida’s “wellness-tech” startups are being watched on an international stage.

Entrepreneurial Blueprint: Erica Groussman’s journey—scaling from a local idea to a 9-figure exit in under seven years—serves as a blueprint for the next generation of Miami founders looking to disrupt the food and beverage industry. As Miami continues to host major industry events like Wellist Week and the Global Wellness Summit, the TRUBAR sale serves as a concrete signal that the city is no longer just a place to consume wellness—it’s a place to build it.

Written by: Cat Haley