Fruit bar maker That’s It Doubles Down on Clean Label Moves

Our take: Less clutter, color pops communicate the value of "simplistic" products... | ----------

A month after fruit bar maker That’s It was hit with a lawsuit centered around its clean label branding, the company is sporting a new look that more zealously embraces the same characteristics it was sued for.

Debuting at the Sweets and Snacks Expo in Chicago, That’s It’s packaging will now sport a new wordmark and design that doubles down on the “simplistic” nature of its products, which only contain one to two ingredients each.

The new look, designed by Tennessee-based design agency Humanaut, will hit shelves in the late summer at retailers like Starbucks, Target, and Whole Foods Market.

The brand’s bars and bites are currently sold in over 35,000 locations nationwide.

That’s It founder and CEO Lior Lewensztain told NOSH that the company had not updated its packaging in over five years so they wanted to modernize it, while still staying true to the brand’s core values.

To do that, the brand has most notably reduced its front of package callouts from 11 attributes to only a handful to create a sleeker and less cluttered look.

The company has also embraced a more neural, black-and-white color scheme — with only small pops of color...

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