That's it., the Los Angeles-based real-fruit snack brand, is projecting 350 million fruit servings and more than 1 billion grams of fruit-sourced fiber delivered in 2026 — a 40% jump from the 250 million servings logged the year prior. The brand currently sits in more than 85,000 retail doors across mass, club, grocery, and natural channels, with placement at Costco, Sam's Club, Walmart, Target, Kroger, and Whole Foods Market.

The Fiber Opportunity

The push comes as fiber displaces protein as the category's marquee health claim. Datassential flagged fiber as the next major nutrition trend, a shift validated by the 2025–2030 Dietary Guidelines for Americans, which reinforced guidance that children should limit added sugars and obtain more fiber from whole foods. More than nine in ten Americans fall short of daily fiber recommendations, creating measurable white space for snack brands — and for c-store category managers looking to trade shoppers up from conventional candy and chip sets.

For convenience retailers, the back-to-school season represents a reliable spike in grab-and-go snack velocity. Lunchbox replenishment, after-school runs, and campus-bound shoppers drive unit lift across the snack aisle from late July through September. That's it.'s Fiber Fruit Bars, available in Fun Size, Minis, and full-size formats, deliver 4 to 7 grams of fiber per serving with two to four ingredients and no added sugar — a profile that checks the boxes many chain buyers now require for better-for-you planogram slots.

School and Channel Reach

The brand reports that its Fruit Crunchables and Mini Fruit Bars are now served to more than 1 million K-12 students nationwide through school nutrition programs — a distribution channel that can accelerate household trial and repeat purchase at retail. Fruitola Fruit Granola rounds out the back-to-school lineup with 12 to 16 grams of plant-based protein and 5 to 7 grams of fiber per serving across four flavors.

"As a dad packing lunchboxes myself, I want the fiber my kids eat to come from real food, in a format they love and will actually finish," said Dr. Lior Lewensztain, founder and CEO of That's it., a physician-turned-entrepreneur. "We create simple, nutritious snacks parents can trust, designed for every age and stage, and made with fiber from 100% real fruit."

For c-store operators building out better-for-you snack sets alongside legacy salty snacks, That's it.'s no-added-sugar, allergen-free positioning addresses growing shopper demand without requiring refrigerated fixtures or back-of-house preparation. The brand's presence on major airlines and at Starbucks also signals the kind of foodservice-adjacent placement that can validate a SKU for impulse-driven forecourt shoppers. Operators evaluating the health-and-wellness snack category for planogram resets this fall will find That's it. among the most broadly distributed whole-fruit options in the market.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.