Wholesome Sweeteners acquires organic candy company

by Eric Schroeder
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TruSweets TruJoy organic fair-trade candies
TruSweets' TruJoy Sweets brand offers an organic twist on candy canes, fruit chews, choco chews and lollipops that are also vegan and kosher.

SUGAR LAND, TEXAS — Wholesome Sweeteners, Inc., owner of Wholesome!, a leading U.S. brand of organic, Fair Trade and non-bioengineered sugars and sweeteners, has acquired TruSweets, a Wheeling, Ill.-based organic candy company. As part of the transaction, Wholesome Sweeteners will add TruSweets two candy brands, Surf Sweets and TruJoy Sweets, to its portfolio.

Financial terms were not disclosed.

Wholesome Sweeteners currently offers more than 40 retail stock-keeping units (s.k.u.s) in the United States and Canada under the Wholesome! name brand. TruSweets offers more than 25 retail s.k.u.s.

“Better-for-you candy is a large and growing market,” said Nigel Willerton, chief executive officer of Wholesome Sweeteners. “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. 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.”

TruSweets has made organic candy since 2008 with recipes free of bioengineered ingredients, gluten, artificial colors, flavors and corn syrup. The company’s original brand, Surf Sweets, features a variety of gummy candy made without the 10 most common food allergens. Its TruJoy Sweets brand offers an organic twist on candy canes, fruit chews, choco chews and lollipops that are also vegan and kosher.

“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.”

TruSweets will retain its headquarters in Wheeling, and Wholesome Sweeteners, Inc. will remain in Sugar Land.
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