That's it. is on track to deliver 350 million fruit servings and more than 1 billion grams of fiber from fruit in 2026 — up from 250 million servings the prior year — as the better-for-you snack category enters what industry researchers are calling a "fibermaxxing" cycle. For retail buyers and foodservice procurement teams, the brand's scale and timing matter more than the trend headline.
Why Fiber, Why Now
Datassential named fiber the next major health trend following protein's multi-year run, and the 2025–2030 Dietary Guidelines for Americans amplified the signal: the new guidelines specifically call for children to avoid added sugars through age 10, limit fruit juice, and increase fiber from whole foods. That policy shift arrives at exactly the moment legacy snack manufacturers — including major CPG players — are rushing isolated and fortified fiber ingredients into reformulated products. That's it. founder and CEO Dr. Lior Lewensztain, a physician and father of two school-age daughters, framed the distinction plainly: the brand has met those dietary benchmarks since 2012, without reformulation.
The competitive gap is real. When fiber comes from isolated sources rather than whole fruit, operators and buyers face label scrutiny from increasingly sophisticated shoppers and school nutrition directors. That's it.'s Fruit Bars carry 2 to 4 ingredients; its Fruitola Fruit Granola delivers 12 to 16 grams of plant-based protein and 5 to 7 grams of fiber from fruit per serving across four flavors. Fruit Crunchables run 1 to 2 ingredients per pouch. Clean-label simplicity is a procurement advantage in K-12, healthcare foodservice, and airport retail channels where ingredient lists get reviewed.
Distribution at Scale
The brand now moves product through more than 85,000 retail doors — Costco, Sam's Club, BJ's Wholesale, Walmart, Target, Kroger, and Whole Foods Market among them — plus Starbucks locations and onboard multiple major airlines. On the institutional side, That's it. Fruit Crunchables and Mini Fruit Bars reached over 1 million K-12 students after a multi-year campus and school sampling program. That foodservice-to-retail pipeline is a distribution playbook worth noting: trial seeded in captive institutional settings converted to household pull-through at mass and club.
For distributors and regional grocery buyers evaluating back-to-school sets, the volume trajectory is a shelf-space argument. A brand projecting enough fiber output to cover a full day's recommended intake for 40 million students isn't a specialty-aisle play — it's a center-store velocity story. Operators stocking snack programs for universities, corporate dining, or travel retail should benchmark That's it. against the incoming wave of fiber-fortified SKUs from legacy manufacturers before finalizing fall planograms.
The broader operator intelligence here: when a macro health trend like fiber transitions from wellness media into federal dietary guidance, procurement cycles compress. Buyers who waited on protein as a trend before committing shelf or menu space consistently lost ground to early movers. The fibermaxxing window is narrowing in the same pattern. See how other better-for-you brands are navigating retail readiness and buyer deck strategy and track snack and beverage trend signals hitting operator procurement for context on where fiber sits in the broader better-for-you cycle.
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.
