Fruit snack manufacturer That’s it. is positioning its real-fruit product line around rising consumer interest in dietary fiber this back-to-school season. Market research firm Datassential recently identified fiber as a major health trend, following a similar surge in demand for protein products.
Data shows that more than nine out of 10 Americans do not meet recommended daily fiber intake levels. In response, snack manufacturers are increasingly introducing products formulated with added or fortified fibers.
That’s it. projects it will deliver over 1 billion grams of fiber from fruit and 350 million fruit servings this year, an increase from 250 million servings the prior year. The company produces snack options containing one to four basic ingredients, using plant-based protein and fruit-derived fiber without added sugars.
The current back-to-school sales period represents the first since the release of the 2025-2030 Dietary Guidelines for Americans. Federal guidance recommends that children avoid added sugars through age 10, limit fruit juice intake, and consume fiber sourced from whole foods.
“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. He noted that the brand designs its products around fiber derived from 100% real fruit.
The Los Angeles-based company reports that its Mini Fruit Bars and Fruit Crunchables are currently distributed in K-12 schools to more than 1 million students nationwide. Its broader product portfolio is sold across more than 85,000 retail locations, including major chains such as Target, Walmart, Whole Foods Market, and Costco.
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