That's It Launches Fruitola Granola at Target Stores
The fruit-based granola brand hits retail shelves with four flavors containing four ingredients each.
Updated on Oct. 28, 2026 in Vegetarian
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That's It has officially launched its new Fruitola fruit-based granola line in Target stores nationwide. The product comes in four distinct flavors and is formulated using only four ingredients per variety.
Why it matters
The company aims to increase consumer fruit consumption through convenient, shelf-stable formats that prioritize naturally occurring fibre. This rollout follows the brand's earlier release of Fiber Fruit Bars as part of a larger nutritional initiative.
The new Fruitola range is available in banana, cinnamon, strawberry, and blueberry flavors and is certified gluten-free. Each serving delivers 16g of plant-based protein and 7g of fibre derived from real fruit.
The players
That's It
That's It is a food company that specializes in creating snack products made from simple, plant-based ingredients.
Target
Target is a major American retail corporation that operates a large chain of department stores across the United States.
The details
Produced entirely from real fruit, the granola is marketed as a versatile option for snacking or as a topping for yogurt, cottage cheese, and smoothie bowls. The product contains no added sugar, emphasizing a simple ingredient profile of just four components per flavor.
Timeline
Earlier this year, That's It introduced its Fiber Fruit Bars.
The Fruitola range officially launched at Target in October 2026.
The brand set a 2026 annual target of delivering 1 billion grams of fibre.
Culture Shift
This product launch aligns with the ongoing shift toward high-fibre, plant-based convenience foods as shoppers increasingly move away from processed additives. By replacing refined sugars with whole fruit, the brand capitalizes on the growing demand for transparent, functional snacking.
Shoppers can now find these fruit-based granola options at local Target locations for use in daily breakfast routines or smoothie toppings. The gluten-free and no-sugar-added profile provides a specific alternative for those managing dietary restrictions at home.
The takeaway
Incorporating fruit-based granola can be an effective way to boost daily fibre intake without adding refined sugars to your diet. Look for products with minimal ingredient lists to ensure you are getting the most nutritional value from your snack choices.
What happens next
The company remains on track to reach its stated goal of delivering 1 billion grams of fruit-based fibre by the end of 2026.
Further reading
For more on the latest plant-based product launches, explore the Vegetarian section.
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Do you prioritize products with minimal ingredient lists when choosing snacks for your household?
