Fiber is having a moment. For parents packing lunches this season, that raises one fair question: is this actually good for kids, or just the next ingredient bolted onto a snack bar?
That's it. has been answering that question since 2012, before fiber was trending anywhere. Every That's it. snack, from Fiber Fruit Bars to Fruit Crunchables, gets its fiber the same way it always has: from real fruit, never from an ingredient added to real fruit. Here is what to know about fiber, fruit, and which That's it. snack fits which lunchbox.
Why is fiber suddenly everywhere in the snack aisle?
Most people don't get enough fiber. Kids included. More than 9 in 10 Americans fall short, and fewer than 10% of children and adolescents meet recommended levels. That gap is why food brands are racing to close it, often by fortifying snacks with isolated fibers like chicory root or inulin. That's it. has closed it the same way for almost 15 years: with whole fruit, not a lab-isolated additive.
What is the difference between fiber from fruit and added fiber?
Registered dietitians and health institutions like the Mayo Clinic point families back to whole fruit as the original source of fiber, where it comes packaged with the water, vitamins, and nutrients kids' bodies already know how to process. Added or isolated fibers still count toward a label's fiber grams, but they are not the same food matrix, and some kids find them harder to digest in larger amounts.
Different snacks for different life stages
That's it. meets kids and parents where the school year happens: the lunchbox, the backpack, the car, and the cafeteria.
Fiber Fruit Bars come in three sizes for every age and appetite, from Fun Size and Minis to Full-size Bars with 4 to 7g of fiber from fruit per serving.
Fruit Crunchables are a crunchy, 100% real fruit snack made with only 1 to 2 ingredients and 2 to 3g of fiber from fruit per pouch. No preservatives, juices, purees, or concentrates. Suitable for ages 2 and up, in four flavors, an easy fit for preschool and early elementary lunchboxes.
Fruitola Fruit Granola is made with only 4 ingredients and delivers 12 to 16g of plant-based protein and 5 to 7g of fiber from fruit per serving, covering two of the year's most-talked-about nutrients before anyone leaves for the bus. Comes in a variety of flavors and pack sizes.
Mini Fruit Bars stick to the original two-ingredient promise, made with fruit plus fruit, for families who want the simplest label in a smaller portion.
Inclusive and Safer School Snacks
Back-to-school snacking isn't just about nutrition. It's about getting a snack past a classroom's allergy rules in the first place. Every That's it. snack is manufactured free from the top 12 allergens, including eggs, milk, wheat, peanuts, and tree nuts, which makes the whole lineup welcome in nut-free and allergen-conscious classrooms and cafeterias.
The Bottom Line
Fiber from fruit was never a trend for That's it. It's the same promise the brand made to families back in 2012, long before fiber had a moment. Back-to-school season just happens to be when parents need that promise most, when lunches get packed in a rush and every ingredient list matters a little more. Fun Size, Minis, full-size Bars, Fruit Crunchables, or a bowl of Fruitola, that promise hasn't changed. This is How We Fruit at School.
