About That’s it.

About That’s it.

That’s it. was started with a simple mission: To get people to consume more fruits and vegetables to get the nutrition they need to live happier, healthier lives. Since 2012, That’s it. has been innovating the natural foods category with its portfolio of simple and nutritious snacks, made from real, whole foods. That’s it. transparently makes snacks without secrets with all items containing five ingredients or less, while the brand’s flagship Fruit Bars, now the #1 fruit bar in America, contain only two ingredients: fruit + fruit. That’s it.

That’s it. offers a broad range of on-the-go snacks, using only natural, non-GMO, preservative-free and allergen-free ingredients, and with no added purees, juices or concentrates. All products are free of the top 12 allergens, and are kosher-certified, plant-based, and gluten-free.

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