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That's It has launched its Fruitola Fruit Granola range at Target stores across the US.
Fruitola is available in four flavours: banana, cinnamon, strawberry and blueberry. Each variety contains four ingredients, with no added sugar, and provides 16g of plant-based protein and 7g of fibre from fruit per bowl.
The gluten-free range is designed for use beyond breakfast, including as a snack or topping for yoghurt, cottage cheese and smoothie bowls.
The launch follows That's It's introduction of Fiber Fruit Bars earlier this year, which contain 7g of fibre from fruit per bar. Both products form part of the company's strategy to increase fruit consumption through convenient formats and naturally occurring fibre.
That's It has set a target of delivering 1 billion grams of fibre from fruit across its portfolio in 2026 and said it is on track to exceed that goal. The company aims to provide fibre from real fruit rather than relying on added fibre ingredients.
"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," said Lior Lewensztain, founder and CEO of That's It. "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."
