As the new year inspires healthier habits, That’s it., maker
of the number one fruit bar in America, has released the top three trends from
its 2nd annual snacking survey, which was comprised of 175 registered
dietitians (RDs) from its NutritionFAM program and 1,000 U.S. consumers.
The top trend for the second year in a row is increasing
fruit and vegetable consumption, according to 94% of NutritionFAM and 64% of
consumers. This comes as no surprise, considering only 1 in 10 U.S. adults
currently meet their recommended daily servings of fruit. Closely following is
the push to reduce added sugars, with over 70% of U.S. foods containing added
sugars. Another emerging priority is avoiding ultra-processed foods, which
often hide ingredients with confusing names like “natural flavors” and artificial
colors. For example, Red Dye No. 3—a petroleum-based dye linked to multiple
health concerns—has been banned in U.S. cosmetics since 1990 but remains widely
permitted in snacks, juices, and baby food. A more detailed report, including
the full list of trends, will be released in March to kick off National
Nutrition Month.
In 2024, That’s it. delivered over 200 million fruit
servings and introduced several new products, including a line of
organic energy bars made with caffeine sourced from premium coffee and a
customized K-12 offering featuring Fruit Crunchables, a real fruit snack made
with just 1-2 ingredients and no added sugars, juices, concentrates, or
purees.
“Our mission has always been to make real fruit
convenient and accessible for all ages,” says Katie Eshuys,
President of That’s it. “This has been our north star since the
company started in 2012 and remains our primary focus.”
Looking ahead, That’s it. aims to deliver 1/4
billion fruit servings in 2025 and has an impressive lineup of
innovations slated for the first half of the year. Consumers can anticipate
exciting new products, expanded distribution channels, and strategic brand
collaborations, all designed to make healthy snacking more accessible and
enjoyable.
About That’s it.
Since 2012, That’s it. has been innovating the natural foods
category in the United States with its portfolio of simple and
nutritious snacks made from real, whole foods. All That’s it. products
transparently contain six real ingredients or less, made without using natural
or artificial flavors, sugar alcohols, or artificial colors. Its flagship Fruit
Bars, now the #1 fruit bar in America, contain only two ingredients: fruit +
fruit. You can find That’s it. nationwide at your local Starbucks, onboard
United Airlines and at major retailers such as: Costco, Walmart, Target, Whole
Foods, Publix, Kroger, 7Eleven, and online at Amazon and the That’s it. website.
