
After building a following across the US and UK, frozen fruit snack Trü Frü has finally landed in Australia.
The Mars-owned brand takes whole pieces of fruit, coats them in two layers of chocolate and freezes them, sitting somewhere between a chocolate snack and something pulled straight from the freezer fruit drawer.
Three flavours are launching nationally:
Strawberries in White & Milk Chocolate – whole strawberries coated in white and milk chocolate.
Raspberries in White & Dark Chocolate – frozen raspberries coated in white and dark chocolate.
Piña Colada – pineapple with white chocolate and coconut flavour.
Part of Trü Frü’s appeal overseas has come from social media, where the brand has picked up plenty of attention on TikTok and helped turn chocolate-covered frozen fruit into a recognisable snack format rather than a DIY freezer hack.
“Trü Frü has already gone viral on TikTok across the US and UK, so we’ve been watching Australians discover it online and asking the same question: when can we get our hands on it? Well, the wait is officially over,” said Emma Dobson, ANZ Market Director for Accelerator (Mars Snacking).
“Summer, and Aussie freezers, are about to get very, very fruity.”
The fruit is picked ripe before being coated and hyper chilled, which the brand says helps lock in flavour and nutrition.
For Australian shoppers, the bigger draw is probably the novelty of finding something like this in the supermarket freezer aisle rather than making it at home. It is sweet, cold, fruit-based and easy to eat straight from the bag, which is likely why the format has travelled so well.
Trü Frü is now available in the frozen food aisles at Coles, Woolworths and selected independent retailers for RRP $13.
Find more food retail updates on Crumb Wire.