Granola Reimagined with Fruit at the Core (Image Credits: Foodbusinessnews.net)
Los Angeles – That’s It., producer of the nation’s leading fruit bar, introduced Fruitola Fruit Granola and Fiber Fruit Bars to deliver more fiber from real fruit in convenient formats.[1][2]
Granola Reimagined with Fruit at the Core
The brand marked its entry into the granola category with Fruitola Fruit Granola, a product built around crunchy apple crisps and just three other ingredients. This no-added-sugar option provides 16 grams of plant-based protein and 7 grams of fiber per serving, all sourced from fruit.[1][3] Consumers can enjoy it gluten-free and nut-free, aligning with demands for clean, recognizable components.
Katie Eshuys, president of That’s It., highlighted the appeal. “Shoppers are smarter than ever. They’re reading ingredient labels… Fruitola Fruit Granola delivers meaningful nutrient density with ingredients consumers recognize,” she stated.[2] Available flavors include banana, blueberry, cinnamon, and strawberry, offering variety for breakfast bowls or on-the-go snacks.[1]
Fiber Bars Customized by Life Stage
Fiber Fruit Bars expand the lineup with options scaled to different needs, each crafted from three to four ingredients without added sugar or artificial additives. The full-size bars pack 7 grams of fiber from fruit, the company’s highest yet, while a fun-sized version targets kids with 2 grams per bar.[4] A 4-gram mini edition will appear exclusively at Sam’s Club.[4]
Flavors such as apple and pear, apple and berries, and apple and cherry make these bars approachable for families. Dr. Lior Lewensztain, founder and CEO, explained the evolution. “From the start, our snacks have delivered 2 to 5 grams of fiber from fruit… This year, we saw an opportunity to do more,” he said.[1] The adjustments, including more fruit peel, cater to gradual fiber increases without discomfort.
Aligning with Surging Fiber Demand
Nearly 95 percent of Americans fall short on daily fiber, a gap paralleled by insufficient fruit consumption. That’s It. responded through its third annual Snacking Trends report, which identified fiber – preferably from fruits and vegetables – as a top 2026 priority for consumers and experts.[2][3]
This push coincides with the “fibermaxxing” movement, where shoppers customize intake for gut health and satiety amid wellness trends. In 2025 alone, the company supplied over a quarter billion fruit servings, building on its 2012 founding mission for simple, portable nutrition.[2]
| Product | Fiber per Serving | Protein | Key Flavors |
|---|---|---|---|
| Fruitola Fruit Granola | 7g | 16g plant-based | Banana, Blueberry, Cinnamon, Strawberry |
| Fiber Fruit Bars (Full-Size) | 7g | Varies | Apple & Pear, Apple & Berries, Apple & Cherry |
| Fiber Fruit Bars (Fun-Size) | 2g | Varies | Same as above |
Rollout Across Major Retailers
The products debuted at Natural Products Expo West in Anaheim, booth 5283, ahead of a mid-March nationwide launch. Shoppers will find them at club stores like Costco and Sam’s Club, grocers including Walmart, Target, Kroger, Publix, and H-E-B, plus natural channels such as Whole Foods, Sprouts, and Thrive Market.[2] Convenience outlets, Starbucks, Amazon, the brand’s site, and airlines round out distribution.
That’s It. maintains its allergy-friendly stance, free from top allergens, with six or fewer ingredients across its portfolio of fruit bars, crunchables, energy bars, and truffles.
These additions strengthen That’s It.’s role in functional snacking, making fiber accessible without complexity. As fiber awareness grows, such innovations could reshape daily habits. What steps are you taking to boost your intake? Share in the comments.
Key Takeaways
- Both products emphasize fruit-derived fiber with minimal ingredients and no added sugar.
- Options suit kids to adults, supporting personalized nutrition goals.
- Available nationwide from mid-March at major retailers like Target and Walmart.
