Written by That’s it. Editorial Team | February 2026
Fiber is officially having a moment, but the most interesting part is where people want it from. Shoppers are increasingly looking for fiber that comes naturally from whole foods, especially fruits and vegetables, instead of heavily fortified “added fiber” products. And in our annual Snacking Trends report, fiber from fruit is the number one preferred fiber source for both consumers and nutrition professionals.
This is not just a trend. It is a real nutrition gap. In a recent FoodNavigator interview, our founder and CEO, Dr. Lior Lewensztain shared that people are finally understanding they need more fiber for all types of reasons. Currently, only about 5% of Americans meet daily fiber recommendations, but 64% are looking for ways to get more of it.
Fiber and Protein: The New Power Couple
Protein is still important, and it has rightfully earned its place in everyday snacking. But fiber deserves equal attention because most people are not getting enough of it. Fiber is not replacing protein. It is joining it, which is why you are seeing it show up more often in snacks and routines. In our Snacking Trends report, consumers say that protein and fiber are equally important to them.
Fiber From Fruit Is Fuss-Free
Not all fiber feels the same, and fruit is one of the most natural ways to get it. Here’s the underrated part: fiber from fruit tastes great.
A lot of “get more fiber” advice can feel like homework, like mixing chalky powders into water or taking supplements. Those options can work for some people, and if you’re making bigger changes to your routine, it’s always smart to check in with a nutrition professional. But for most of us, they’re not exactly something we look forward to.
Fiber from fruit is the opposite. It’s built into something that already tastes good and comes with natural variety, like crisp apples, juicy berries, and refreshing pears, plus the satisfying texture you only get from real fruit. It feels like a treat, not a task.
Why Fiber Is So Popular Right Now
FoodNavigator describes fiber as making a comeback in snacks, driven by interest in gut health and cleaner ingredient labels. Dr. Lior predicts fiber is going to grow in popularity much faster than protein did. More people are paying attention to what they eat, and they want options that feel simple and real.
Simple, Real-Life Ways to Get More Fiber From Fruit
At That’s it., the goal is to make real fruit the most convenient choice, so getting more fiber can fit into the moments you are already snacking.
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Upgrade breakfast: Add berries or sliced apples to your morning routine. If you need something grab and go, toss in a few Mini Fruit Bars, made with just two ingredients, fruit + fruit, and no added sugar, with 2–3g of fiber from fruit per bar.
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Keep a fruit-first snack within reach: Stock your desk, bag, or car with a variety of Fruit Bars and Probiotic Fruit Bars so your go-to snack always contains between 3-5g of fiber from fruit.
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Crunch it up: Sprinkle Fruit Crunchables on yogurt, oatmeal, cereal, or smoothie bowls for an instant flavor and texture upgrade. Choose Cinnamon, Strawberry, Mango, or Apple, and get 2–3g of fiber from fruit in every pouch.
The Bottom Line
If you want a habit that is simple, satisfying, and easy to repeat, start with fiber from fruit. It is one of the most natural ways to close the fiber gap without turning your day into a nutrition project. This is How We Fiber.