With the start of a new year, many Americans turn their attention to healthier lifestyles, including their dietary habits. In line with this shift, That’s it., the maker of America’s number one fruit bar, has unveiled insights from its second annual snacking survey. Drawing from feedback provided by 175 registered dietitians (RDs) in its NutritionFAM program and 1,000 U.S. consumers, the survey highlights the most significant trends shaping the snacking landscape in 2024.
Increasing Fruit and Vegetable Consumption Tops the List
For the second consecutive year, the push to increase fruit and vegetable intake leads the pack of snacking trends. According to the survey, 94% of the RDs surveyed and 64% of consumers identified this as a top priority. This emphasis is timely, as current data shows only 1 in 10 U.S. adults meet their daily recommended servings of fruit—a statistic that underscores the gap between nutritional guidelines and dietary practices.
Katie Eshuys, President of That’s it., emphasizes the importance of addressing this shortfall. “Our mission has always been to make real fruit convenient and accessible for all ages,” she states. “This has been our north star since the company started in 2012 and remains our primary focus.”
Reducing Added Sugars and Avoiding Ultra-Processed Foods
Close behind the push for more fruits and vegetables is the growing effort to reduce added sugars. With more than 70% of U.S. food products containing added sugars, this focus reflects increased consumer awareness of the health risks linked to excessive sugar intake.
Another emerging trend involves avoiding ultra-processed foods, often criticized for their hidden and confusing ingredients. For example, additives like “natural flavors” and artificial colors—such as Red Dye No. 3—are raising red flags among health-conscious consumers. While Red Dye No. 3 has been banned in U.S. cosmetics since 1990 due to health concerns, it remains prevalent in many snacks, juices, and even baby foods. This disconnect is pushing consumers to seek simpler, more transparent options in their diets.
That’s it. Innovates to Meet Consumer Demand
In response to these trends, That’s it. has positioned itself as a leader in the natural foods category by offering snacks made with real, whole ingredients. In 2024 alone, the company delivered over 200 million fruit servings and launched several new products designed to align with healthier snacking habits.
One of the standout innovations is a line of organic energy bars made with caffeine sourced from premium coffee. The company also introduced Fruit Crunchables, a customized K-12 offering that features real fruit snacks with just 1–2 ingredients—free from added sugars, juices, concentrates, or purees.
Looking Ahead: Ambitious Goals for 2025
With an eye toward continued growth, That’s it. has set an ambitious target to deliver 250 million fruit servings in 2025. The company is also gearing up for the release of several innovative products in the first half of the year. These new offerings will be supported by expanded distribution channels and strategic brand collaborations, furthering the company’s mission of making healthy snacking more accessible and enjoyable for a wide audience.
Transparent and Nutritious: The That’s it. Philosophy
Since its founding in 2012, That’s it. has built its reputation on simplicity and transparency. Its flagship Fruit Bars, now the top-selling fruit bar in the United States, contains only two ingredients: fruit and fruit. All of the company’s products are made without natural or artificial flavors, sugar alcohols, or artificial colors. This commitment has resonated with consumers and positioned the brand as a trusted name in the natural foods market.
That’s it. products are widely available across the U.S., including at major retailers like Costco, Walmart, and Whole Foods, as well as online through Amazon and the company’s website. They are also featured in convenient locations like Starbucks and onboard United Airlines, ensuring healthy snacking options are always within reach.
Anticipating National Nutrition Month
In March, That’s it. will release a comprehensive report detailing all the trends identified in its annual snacking survey. This release will coincide with National Nutrition Month, offering further insights into the evolving preferences of health-conscious consumers and the ways brands like That’s it. are innovating to meet these demands.
As the pursuit of healthier habits continues to shape consumer behavior, That’s it. remains at the forefront, delivering products that are not only nutritious but also simple and accessible—helping to bridge the gap between dietary aspirations and everyday choices.
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