Sweetener Company Buys Organic Candy Firm

Wholesome Sweeteners Inc., owner of Wholesome!, a leading U.S. brand of organic, Fair Trade and non-GMO sugars and sweeteners, purchased the organic candy company, TruSweets. Finalized on Nov. 23, TruSweets added its two candy brands, Surf Sweets and TruJoy Sweets, to the Wholesome Sweeteners portfolio.

Wholesome Sweeteners has been a pioneer in the organic sugar and sweeteners category, offering more than 40 retail SKUs in the United States and Canada under the Wholesome! name brand. TruSweets is a leading innovator in organic candy with more than 25 retail SKUs. The acquisition is a natural fit for both companies that share a passion for organic, high-quality ingredients and environmental responsibility.

"Better-for-you candy is a large and growing market,” said Nigel Willerton, CEO 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," 

Since 2008, TruSweets has been making organic candy. Its recipes are made up of non-GMO, gluten-free candy that is also free of artificial colors, flavors and corn syrup. TruSweets' original brand, Surf Sweets, carries a broad variety of gummy candy made without the 10 most common food allergens. Its additional brand TruJoy Sweets offers an organic twist on timeless candy favorites like candy canes, fruit chews, choco chews and lollipops that are also vegan and kosher. 

This acquisition positions 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," said Cohen.

TruSweets will retain its headquarters in Wheeling, Ill., and Wholesome Sweeteners Inc. will remain in Sugar Land, Texas.  Financial details were not disclosed.