How That's It Became America's #1 Fruit Bar

About this episode

In this episode of the Matthews Mentality Podcast, Kyle Matthews sits down with Katie Eshuys, President of That's It., the fast-growing clean-label snack company on a mission to help people eat more fruit through simple, minimally processed foods. Katie shares how That's It. has built a nationally recognized brand around products with just two ingredients, expanded into schools and major retailers across the country, and continues to innovate with new products designed to improve nutrition without sacrificing simplicity or taste. The conversation explores entrepreneurship, leadership, nutrition, women in business, endurance sports, resilience, and what it takes to scale a mission-driven consumer brand in today's competitive food industry. Topics covered in this episode: • How That's It. is changing the healthy snack industry • Why eating more fruit is one of the simplest ways to improve your health • The philosophy behind clean-label food and minimal ingredients • New products including Crunchables and Fruttola • Growing a national consumer packaged goods (CPG) brand • Expanding into schools and food service • Katie's journey from Australia to leading an American food com