That's it. Targets 350M Fruit Servings in Back-to-School Push

That's it., the Los Angeles-based real-fruit snack brand, is on pace to deliver 350 million fruit servings and more than 1 billion grams of fruit-derived fiber in 2026 — a 40% jump from the 250 million servings the company recorded a year earlier — as a broader category shift toward high-fiber snacking accelerates demand across retail and foodservice channels.

The Volume Case

The company says its projected 2026 output represents enough fiber from fruit to cover a full day's recommended intake for 40 million students. That figure arrives as Datassential flags fiber as the next major health macro after protein, with more than 9 in 10 Americans falling short of recommended daily targets — a structural gap that has drawn incumbents including PepsiCo and Nestlé into a race to fortify existing SKUs with isolated and added fibers. That's it. is positioning its whole-fruit credential as a point of differentiation from the fortification wave, a strategy the brand describes as consistent with Mayo Clinic and federal dietary guidance directing consumers toward fiber from whole foods rather than supplements.

Retail and Institutional Reach

The brand's back-to-school lineup spans three product families: Fiber Fruit Bars (4 to 7 grams of fiber per serving, two to four ingredients), Fruit Crunchables (2 to 3 grams of fiber per pouch, one to two ingredients), and Fruitola Fruit Granola (5 to 7 grams of fiber and 12 to 16 grams of plant-based protein per serving, four ingredients). All three are currently stocked across more than 85,000 retail doors, including Costco, Sam's Club, BJ's Wholesale, Walmart, Target, Kroger, and Whole Foods Market. The company has also scaled institutional distribution: Fruit Crunchables and Mini Fruit Bars are now served to more than 1 million K-12 students nationwide, a channel reached through sampling programs across schools and college campuses.

The timing carries regulatory weight. The 2025–2030 Dietary Guidelines for Americans — released ahead of this back-to-school cycle — advise that children under 10 avoid added sugars entirely, limit 100% fruit juice, and increase fiber from whole foods. That's it. founder and CEO Dr. Lior Lewensztain cited the guidelines as validation of a formulation philosophy the company has held since its founding in 2012. "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 Lewensztain, a physician-turned-entrepreneur and father of two school-age daughters. "We create simple, nutritious snacks parents can trust, designed for every age and stage."

What It Means for the Category

For retail buyers and category managers, That's it.'s scale figures underscore a meaningful shift in how better-for-you snacks are performing beyond natural and specialty channels. The brand's presence in club formats alongside mass and conventional grocery suggests that fiber-forward positioning is moving from a premium-aisle story to a mainstream volume play — a dynamic consistent with trends reshaping the better-for-you snack segment and the broader functional-food race among legacy and emerging brands. Operators stocking school foodservice programs face parallel pressure to meet updated federal dietary guidance, creating a procurement tailwind for brands that can demonstrate clean-label compliance at scale. That's it.'s institutional distribution, now reaching seven figures in K-12 enrollment, positions it as one of the few real-fruit brands with both the retail footprint and the school-channel infrastructure to capitalize on both demand vectors simultaneously.

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.