Four-ingredient, no-added-sugar granola from That's it. is now on shelves at Target stores nationwide and on Target.com. The new Fruitola Fruit Granola, available in Banana, Cinnamon, Strawberry, and Blueberry, delivers 16g of plant-based protein and 7g of fiber per bowl — all sourced from real fruit rather than fortified additives.
The Product Case
Fruitola is gluten-free and free from the top 12 allergens, positioning it squarely within the growing demand for clean-label snacks that can move across multiple dayparts. For foodservice and retail buyers tracking the better-for-you snack segment, the format is intentionally versatile: it works as a standalone snack, a breakfast bowl, or a topping for yogurt, cottage cheese, and smoothie bowls — usage occasions that align well with café, hotel breakfast, and health-focused grab-and-go programming.
Dr. Lior Lewensztain, founder and CEO of That's it., did not mince words on the competitive landscape. "Flip over most bags of granola and you'll find a long ingredient list and a lot of added sugar. That's not health food; that's dessert with misleading marketing," he said. "We didn't set out to make another 'better-for-you' granola. We set out to make the cleanest granola on the shelf, with four simple ingredients and meaningful nutrition from 100% real fruit."
Fiber Goal on Track
The Fruitola launch pairs with the brand's earlier 2026 introduction of Fiber Fruit Bars, which also deliver 7g of fiber per bar from fruit. That's it. says both products are advancing the company's stated 2026 goal of delivering 1 billion grams of fiber from fruit across its full portfolio — a target it reports being on track to exceed. The strategy deliberately sidesteps the industry trend of fortifying products with isolated or synthetic fiber, instead engineering formats that concentrate naturally occurring fiber from whole fruit ingredients.
The retailer footprint already spans Costco, Sam's Club, Walmart, Kroger, Publix, Whole Foods Market, Sprouts, and Starbucks locations, in addition to the new Target distribution. That breadth signals a brand with demonstrated retail pull and category credibility — factors hospitality procurement teams and retail food buyers will weigh when evaluating shelf or menu placement.
Founded in Los Angeles in 2012 and rooted in the farmers market circuit, That's it. built its reputation on two-ingredient fruit bars before expanding into Organic Fruit Crunchables, Dark Chocolate Fruit Truffles, and now granola. The Fruitola launch represents a meaningful extension into the breakfast and snack aisle, a category where clean-label food trends continue to reshape what retail and hospitality buyers stock. As better-for-you snack innovation accelerates across foodservice and grocery channels, four-ingredient granola with documented nutritional performance gives buyers a straightforward story to tell guests and shoppers alike.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
