That’s it. — the brand behind America’s number one fruit bar — has introduced its new Fiber Fruit Bars to Walmart shelves nationwide, with additional availability at Kroger and Whole Foods Market. This strategy is part of a broader retail expansion that also includes a Fiber Fun Size on Thrive Market and Amazon, and a Fiber Mini variety pack exclusively at Sam’s Club.
That’s it.'s Fiber Fruit Bars are made with just two to four ingredients. Each serving delivers seven grams of fiber from 100% real fruit and contains zero added sugar. Available flavors in this snack category include Mixed Berries, Cherry, and Pear flavours, with additional sizes and flavours planned for rollout throughout the year.
The Fiber Fruit Bars launch addresses two significant dietary gaps — 95% of Americans do not consume enough fiber, and only 12.3% of adults meet daily fruit recommendations. In response to these statistics, the brand has set an ambitious goal of delivering one billion grams of fiber from fruit by the end of 2026.
Image Credit: That’s it.
What's Driving This Trend
- Fiber-forward Snacking
- Convenient snack formats with meaningful fiber content point to new whitespace for products that close nutrition gaps without requiring major dietary behavior changes.
- Minimal-ingredient Wellness
- Short ingredient lists paired with functional benefits are reshaping better-for-you positioning by making nutritional claims feel simpler, more transparent, and easier to trust.
- Fruit-based Convenience
- Portable fruit products with no added sugar signal potential for shelf-stable alternatives that compete with traditional bars, candy-like snacks, and kids’ lunchbox staples.
Who This Affects Most
- Healthy Snacks
- The category is being disrupted by compact products that combine clean-label appeal, functional nutrition, and mainstream retail accessibility.
- Grocery Retail
- National distribution across big-box, club, natural, and digital channels creates opportunities for retailers to use targeted nutrition gaps as merchandising platforms.
- Functional Foods
- Real-food formulations with measurable nutrient contributions are expanding the sector beyond fortified products toward naturally beneficial everyday formats.
