That's it. adds two fiber-forward snacks to line
The granola and fruit bars will begin rolling out nationwide starting mid-March.
That’s it., fruit bar maker, today announced the launch of two new snacking innovations with fiber from fruit: Fruitola Fruit Granola and Fiber Fruit Bars. Both deliver fiber from fruit in convenient formats while staying true to the brand’s commitment to minimal ingredients and 100% real fruit, it says.
As fiber has shifted from a “nice to have” to a top wellness priority, the gap has become impossible to ignore, That's it. notes. About 95% of Americans do not get enough fiber, and nearly as many fall short on daily fruit intake. With a mission centered on helping people get their daily servings of fruit, That’s it. aims to build solutions that make fruit more accessible as part of everyday routines. In 2025 alone, That’s it. delivered over a quarter billion servings of fruit, it notes.
That’s it. is stepping into the granola aisle for the first time with Fruitola Fruit Granola, a fruit-first, four-ingredient granola with no added sugar. Every pouch starts with crunchy apple crisps, then layers in flavors like Cinnamon and Strawberry for a fruity crunch. Each bowl delivers 16 g of plant-based protein and 7 g of fiber from fruit, so consumers can hit their fruit, fiber, and protein goals together in one snack. It’s also gluten-free and nut-free, making it an easy go-to for people with dietary restrictions or food allergies, the brand adds.
“Shoppers are smarter than ever. They’re reading ingredient labels, scrutinizing marketing claims, and choosing brands they trust for real benefits,” says Katie Eshuys, president of That’s it. “Fruitola Fruit Granola was built for the way people shop today across club, grocery, natural, convenience, and online. It delivers meaningful nutrient density with ingredients consumers recognize.”
That’s it. also announced the launch of Fiber Fruit Bars, designed to make fiber consumption more approachable with options for all ages and lifestyles. The full-size bars are made with two to three ingredients, contain no added sugar, and deliver 7 g of fiber from fruit. The line also includes a Fun Size format, where two bars deliver 4 g of fiber from fruit.
“For more than 14 years, we’ve focused on making real fruit snackable, convenient, and portable without compromising nutrition,” says Dr. Lior Lewensztain, founder and CEO of That’s it. “From the start, our snacks have delivered two to five grams of fiber from fruit with minimal ingredients and no added sugar. This year, we saw an opportunity to do more. Our third annual Snacking Trends report showed that consumers and nutrition professionals want more fiber, and their number one preferred source is fruits and vegetables. Fruitola Fruit Granola and Fiber Fruit Bars are a direct response.”
Both Fruitola Fruit Granola and Fiber Fruit Bars are made with no added sugar or artificial sweeteners and contain no artificial flavors and no artificial colors or dyes. The new innovations will begin rolling out nationwide starting mid-March, across club, grocery, convenience, natural/specialty, and online.
That’s it. will debut both innovations at Natural Products Expo West in Anaheim. Attendees are invited to stop by Booth 5283 to sample the new products, the brand says.
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