Why Healthy Snacking Should Start in Toddlerhood (and What Most Parents Overlook)

When it comes to shaping lifelong habits, the toddler years are more important than you might think. According to our That’s it. Snacking Trends Survey, nearly 80% of registered dietitians agree that healthy snacking habits should begin during toddlerhood. And here’s the big one: 94% say increasing fruit and veggie intake should be a top priority at every age.

That’s not just expert talk—it’s a mission we’ve been committed to since Dr. Lior Lewensztain founded That’s it. 13 years ago. We’ve always believed that real fruit belongs in every pantry, every backpack, and yes, every lunchbox.

In 2024 alone, That’s it. delivered over 200 million fruit servings—and we’re on track to hit a quarter of a billion by the end of 2025. Not bad for a company that started with just two ingredients and a simple idea: keep it real.

So, why start healthy snacking young?

Because toddlers are forming food preferences now. The more real, whole foods they’re exposed to early on, the more likely they’ll reach for an apple over a bag of mystery puffs down the road. But we also get it: today’s snack aisle can feel like a maze of ultra-processed snacks, hidden sugars, and confusing labels. That’s where our Fruit Crunchables come in.

Meet Fruit Crunchables: Clean. Crunchy. Toddler-approved.

We created Crunchables with parents (and picky eaters) in mind. They're:

• Made from real fruit
• Free from the top 12 allergens (because 8% of kids under 5 have food allergies)
• No added sugar, no junk, no games
• And perhaps most importantly—what's on the front is exactly what's on the back

Because let’s be honest: no parent should have to decode ingredient lists like they’re taking a pop quiz. When a snack says “real fruit,” it should mean real fruit. No concentrates, no purees pretending to be something they’re not. 

The bottom line?

Healthy habits start early—and they start with what you put in your cart. By offering snacks that are clean, transparent, and actually made with real fruit, we’re helping families raise a generation of snackers who know the difference.

So here’s to smarter snacking, simpler choices, and a whole lot of crunch—right from the start.