Company: That's it.

Website: thatsitfruit.com

Introduced: May 2018

Distribution: National

Suggested Retail Price: $18.99 (box of 12)

Product Snapshot: That’s it., a top 25 health and wellness bar brand, will unveil a new wordmark and packaging design at the 2018 Sweets & Snacks Expo on May 22 in Chicago, Illinois. This refreshed visual identity is keeping with the company’s aim to disrupt the snack category by focusing on minimal ingredients. That’s it.® bars are real food that is so good and true, they require no explanation of the ingredients list. 

“We take the practice of simplicity seriously, because we believe it holds the key to better food and a better life. In today’s world of information overload, our eating options can’t just be healthy - they have to be simple and easy to adopt,” said That’s it. founder and CEO Dr. Lior Lewensztain. “Even fruits and vegetables don’t always meet that standard. Most of the time you’re not in a position to wash, peel, slice or deal with seeds and sticky juices; like great technology with a terrible interface.”

In December 2017, leading market intelligence agency Mintel announced five global packaging trends for 2018, including a shift towards succinct packaging to meet consumer preference for brands that embrace minimalism. In response to this trend, That’s it. developed an evolved look with agency partner Humanaut. This evolution aims to differentiate the whole food plant snack brand at shelf and reflect the simplistic values of the company, as well as its mission to reshape the way people snack.

The new packaging design will hit shelves late summer at Starbucks, Target, Whole Foods, and other retailers.