That's it.

We're Vegas-bound for Sweets & Snacks Expo, and our suitcase is basically full of fruit. We'll be sampling our new Fiber Fruit Bars and Fruitola Fruit Granola, both of which have been hitting shelves at Costco, Sam's Club, Thrive Market, Amazon, and many more retailers coming soon. Stop by booth #1557 to try a sample and say hello. #sweetsandsnacks #sweetsandsnacksexpo #sweetsandsnacks2026 #tradeshowseason #healthysnacks #healthysnacking #plantbased #nosugaradded #allergyfriendly #noaddedsugar #thatsitfruit #plantprotein #fiberfromfruit #thatsitfruit #thatsit Lior Lewensztain Katie Eshuys

We’re heading to Chicago this weekend for the National Restaurant Association show! Swing by booth #1278 to try our 100% real fruit snacks, perfect for menus that need clean-label, kid-approved, grab-and-go options that are convenient, healthy, and delicious. We’ll also be sampling our newest innovations, so drop a comment and let us know if we’ll see you there. #nationalrestaurantassociation #tradeshow #realfruitsnacks #kidsnacks #kidmeals #kidfriendlysnacks #allergyfriendly #plantbased #nosugaradded #nra2026 #thatsitfruit #thatsit Lior Lewensztain Katie Eshuys Elizabeth P. Lewis Hughen, MBA Ellen Sneed

We are thrilled to share this feature in Entrepreneur highlighting our Founder and CEO, Dr. Lior Lewensztain. The interview explores our journey from Los Angeles farmers markets over 14 years ago to a brand well surpassing $100M in annual revenue. We built this momentum by addressing a critical gap: the fact that only one third of Americans meet their daily fruit requirements. Today, we continue to scale and innovate while staying true to our original mission of making 100% real fruit convenient, portable, and snackable. Thank you, Amanda Breen for the thoughtful feature. Full article linked in the comments. Entrepreneur Media #entrepreneurmagazine #founderstory #brandstory #thatsitfruit #plantbased #realfruit #healthysnacks #thatsit

We're proud to share this Forbes article, featuring our Founder & CEO, Dr. Lior Lewensztain, and the story of how That's it. began, along with the mission that has guided us for the past 14 years: helping people eat more fruit by making it more convenient, portable, and snackable. Thank you to Esha Chhabra for featuring Lior's story in such a thoughtful way. The full piece is linked in the comments. #thatsitfruit #thatsit #forbes #forbesfeature #realfruit #founderstory #brandstory #plantbased

Big news! Our NEW Fiber Mini Fruit Bars are now available nationwide at Sam's Club. While other snack brands are adding fiber to just about everything, our fiber comes naturally from 100% real fruit, with no added sugar. And we’re backing it with an ambitious 2026 commitment: deliver 1 billion grams of fiber from fruit and 350 million servings of fruit. This launch kicks off a broader multi-retailer rollout of our Fiber Fruit Bars in multiple sizes, delivering 4 to 7g of fiber from fruit and helping close two of America’s biggest nutrition gaps: eating more fruit and getting more fiber. https://lnkd.in/g7YPd8VK #samsclub #fiberfromfruit #thisishowefiber #highfibersnacks #realfruitsnacks #newdistributionnews #noshdotcom #plantbased #allergyfriendly #thatsitfruit #thatsitfiber #fiber Katie Eshuys

Our mission has always been simple: help people eat more fruit. In one remarkable chapter of our story, back in 2015, that mission reached space. Thank you Liz Declan and Parade for featuring this story. #nasaapprovedsnacks #shelfstablesnacks #spacesnacks #artemisII #realfruit #missiondrivencompany #thatsitfruit #thatsit https://lnkd.in/g-tJDaD6

Now at Costco, we’re redefining what granola can be with Strawberry Fruitola Fruit Granola. This is our most versatile innovation to date, that can be enjoyed as a snack, yogurt topper, or cereal while disrupting a category characterized by long ingredient lists and added sugar. Made with just 4 ingredients and no added sugar, it’s packed with 16g of plant protein and 7g of fruit fiber and is now available across the Midwest and Southeast. Thank you to Nosh.com for the coverage! #FruitolaFruitGranola #minimalingredients #Costco #distributionnews #healthysnacking #noaddedsugar #allergyfriendly #nutfree #glutenfree #nosugaradded #realfruit #noshdotcom #thatsitfruit #thatsit Katie Eshuys https://lnkd.in/dwbSNyx3

We're excited to share that our President, Katie Eshuys, was a guest on the MediaPost #BrandInsider BTS podcast. Tune in to hear about her impressive and unconventional career journey, her approach to leadership and team building, and how she is helping guide That's it. in our mission to help Americans get their daily servings of fruit. Special thank you to Erin Everhart for being such a wonderful host! #mediapost #thatsitfruit #podcast #leadership #missiondriven #CPG #realfruit #brandbuilding #thatsit https://lnkd.in/gyz_EJxJ

We’ve been counting down to this moment. Meet our newest innovations: Fiber Fruit Bars and Fruitola Fruit Granola. These products build on what we’ve always done best: simple, minimal ingredients, no added sugar, and fiber from 100% real, whole fruit. Fiber Fruit Bars have 7g of fiber, and a bowl of Fruitola Fruit Granola delivers 7g of fiber and 16g of plant-based protein. Thank you, Modern Retail and Gabriela Barkho for breaking the news. We cannot wait to share them with everyone at #ExpoWest2026 at Booth #5283. https://lnkd.in/dS2T2k2M Katie Eshuys #realfiber #fiberfromfruit #fibersnacks #fibermaxxing #plantbased #plantbasedprotein #realfruit #modernretail #expowest #allergyfriendly #thatsitfruit #thatsit

#ExpoWest2026 is next week, and we’re bringing something new! Find us at booth #5283. We’re debuting two first-of-their-kind innovations. Both product lines build on our singular mission: making real fruit more convenient, portable, and snackable, and bringing it to new audiences and new aisles. If you'll be at Expo West, swing by and be among the first to sample. You’ll see why we’ve been counting down to this moment. Katie Eshuys Mitesh Desai Todd Benson Christina Ritter Natalie Little Elizabeth #expowest2026 #naturalproductsexpowest #expowest #healthysnacks #healthysnacking #realfruit #thatsitfruit #allergyfriendly #freefrom #fiberfromfruit #cleanlabel #thatsit