Katie Eshuys: It definitely hasn’t always been a straight line of growth. When That’s it. launched in 2012, clean snacking and simple ingredient lists were not the mainstream conversation they are today. The idea that a snack could be made with just fruit, without added sugar, preservatives, or a long list of ingredients, was still very different from what shoppers were used to seeing on shelves.

What has kept the brand moving forward is that we have stayed focused on a very singular mission: helping people get more fruit and fiber into their daily routines in the simplest ways possible. That mission has guided everything from our original Fruit Bars to our newer innovations.

What’s exciting now is that consumers are finally paying much closer attention to the same things we’ve cared about from the beginning: real ingredients, no added sugar, convenience, and snacks that make it easier to support everyday wellness. They are also moving away from highly processed snacks and looking for more nutrient-dense options that fit into real life. We did not build the brand by chasing trends. We built it by staying consistent, listening to consumers, and continuing to find new ways to make fruit more snackable, functional, and accessible.

JS: Consumers increasingly want clean-label snacks; please tell us a little bit about That’s it.’s positioning to meet that and other things shoppers are looking for these days.

KE: It is one thing to say “clean label.” It is another thing to have it show up in every part of what you do. For That’s it, ingredient transparency has always been central to the brand, from the front of the package to the back of the label. We want consumers to be able to understand what is in our products quickly and clearly, without having to decode a long ingredient list.

That matters because many brands rely heavily on front-of-pack marketing claims that can distract from what is actually in the product. We have always believed the ingredient list should be just as compelling as the claim on the front. That is why That’s it has never used artificial flavors, “natural” flavors, added sugars, or sugar alcohols in our snacks. While some brands are now cleaning up their ingredient lists as regulatory and consumer expectations evolve, this has been our standard from the beginning.

As the category continues to evolve, we are also thinking more deeply about how different consumers snack and what they need at different stages of life. We are building more sophisticated segmentation and working regularly with nutrition professionals to better understand how to meet consumers across life stages and lifestyles, from toddlers and teens to parents, athletes, and senior citizens. The goal is to keep making fruit-first snacks that are simple, transparent, and relevant to the way people live.

JS: Please tell us about your latest news, the Fiber Fruit Bars. What are they, what’s in them, and what do you think makes them poised for success with today’s consumer?

KE: Our original Fruit Bars have always contained fiber because fruit naturally contains fiber. With our new Fiber Fruit Bars, we have simply increased the level of fiber from fruit to help address a very real consumer need. 95% of Americans are not getting enough fiber, so we saw an opportunity to make fiber more accessible and enjoyable with real fruit. 

Our full-size Fiber Fruit Bars, which recently hit shelves at Walmart, Whole Foods, and Kroger stores, contain 7 grams of fiber from fruit per bar with no added sugar. We also offer Fiber Fruit Bars in smaller formats, including Minis and Fun Size, at retailers like Sam’s Club, Target, Thrive Market, and Amazon. Those formats are especially great for kids, families, and anyone looking for an easy way to add more fiber into their daily routine.

This launch is also part of a larger brand goal. By the end of 2026, we are working to deliver 1 billion grams of fiber from fruit across our snacking portfolio. For us, that is bigger than one product launch. It is about helping more people get the benefits of fruit and fiber in a way that is simple, convenient, and easy to incorporate into everyday life.

JS: Specifically, what sets the Fiber Fruit Bars apart from other snack products on the market aiming for folks trying to get more fiber into their diet?

KE: Everywhere you look right now, fiber is being added to foods and beverages, from snacks and cereals to soft drinks, shakes, and even desserts. Fiber is clearly having a moment, which is a good thing because most people still are not getting enough of it. But not all fiber sources are the same, and we think consumers are starting to pay closer attention to where that fiber is coming from.

A lot of high-fiber products rely on added or fortified fiber sources such as chicory root fiber, inulin, soluble corn fiber, psyllium husk, or other isolated fibers. Those ingredients can absolutely serve a purpose, and there are also many fiber supplements on the market, but That’s it is taking a different approach. We are not adding fiber to a snack and calling it functional. Our fiber occurs naturally from fruit.

That distinction is very important to us because it is both uniquely ownable to That’s it. and very intuitive for the consumer. In our snacking survey, fiber from fruit was the number one preferred fiber source among both registered dietitians and consumers, which reinforced what we already believed: people want functional benefits, but they want them from foods they recognize and trust.

Our Fiber Fruit Bars deliver that in a simple, fruit-first format, with real fruit, no added sugar, and fiber from fruit. Many high-fiber snacks can feel like a tradeoff between function, taste, and ingredient simplicity. We wanted to make getting more fiber feel easy, approachable, and enjoyable, while staying true to what That’s it. has always done best.

JS: What’s next for That’s it? Anything you’re working on in the R&D lab or thinking about launching that you can tell us about?

KE: You can expect to see more innovation from That’s it. as we continue exploring new fruits, tastes, and textures that meet consumers throughout their day. For us, that means thinking beyond traditional snacking and looking at all the moments where fruit can play a bigger role, whether that is breakfast, kids’ lunches, pre- and post-workout snacks, travel, or even late-night snacking.

That is part of why we recently launched Fruitola Fruit Granola, our four-ingredient, fruit-based granola that can be enjoyed as a cereal, snack, or smoothie bowl topper. It is a great example of how we are looking at familiar categories in a new way and asking how fruit can make them simpler, more nutrient-dense, and more differentiated.

We are not just looking at where fruit has traditionally belonged. We are looking at where fruit has been missing. At the center of all of this is our goal to help everyone get more fruit and fiber into their routines in a way that feels easy and delicious. We see a lot of opportunities to keep bringing real fruit innovation to categories that have historically relied on grains, nuts, added sugars, or long ingredient lists, while staying true to who we are. 

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