Katie Eshuys shares how That's it. leverages its ambassador
program for authentic UGC, balances DTC and retail strategies, and uses campus partnerships to boost awareness and trial among parents and students.
- Back-to-school season is here and
you're promoting Organic Fruit Crunchables to kids and parents. What channels are you using to reach each group?
Back-to-school is a big moment for us, and
this season, Organic Fruit Crunchables are a priority, targeting parents of toddlers and kids of all ages. Simultaneously, we’re addressing parents directly with our Organic Energy Bars, which
deliver 100mg of clean caffeine without the added junk found in many energy drinks and are already earning a reputation as the “Celsius of the snacking aisle.” Together, these two snacks
create a modern-day “mommy and me” pairing that helps families get their daily fruit servings at every stage. We’re supporting this push with a strong retail presence through end
caps, store demos, and digital media with our major retail partners Walmart, Sam’s Club, Kroger, and many more. We’re very active on Instagram and TikTok, where parents are seeking
lunchbox inspiration and healthy snack ideas. Our ambassador program is also driving authentic word of mouth through user-generated content. One of our biggest levers is sampling, with 10 million
samples slated for distribution in 2025, the majority happening during the back-to-school season. This includes K–12 schools for Crunchables, which are now approved as a K–12 snack that
counts as ½ cup of fruit, as well as college campuses for Energy Bars.
That’s it. has
partnerships with college campuses and run clubs. How do these partnerships support your goals around trial and brand awareness?
These partnerships are a
key part of our experiential strategy to introduce That’s it. to new consumers through real-life moments. On college campuses, we’re reaching the next generation of ingredient-aware
consumers, students who want convenient snacks that fit into their busy lives without sacrificing simplicity or integrity. We’ve partnered with universities across the country to stock campus
stores, support wellness initiatives, and offer trial through student sampling programs. Our run club collaborations, especially with Fabletics Run Club, have created authentic opportunities to get
our Energy Bars into the hands of active, wellness-focused communities. As a runner myself, I know how important it is to have convenient, effective fuel that feels good before or after a workout. Our
bars offer just that: real fruit, a natural boost of caffeine, and a portion size that makes sense. These aren’t just product drops, they’re shared experiences that build trust, generate
organic content, and create lasting brand impressions throughout communities.
Sampling has
been part of That’s it. since the farmers market days. What advice do you have for making sampling effective and gathering feedback?
Sampling is
one of our most powerful marketing tools because it creates genuine connection moments. Whether at local events or national retailers, we focus on telling the simple story behind each bite –
helping people understand they're tasting 100% real fruit with no added sugars or artificial ingredients. We've learned that clear, transparent messaging is crucial, along with always taking time to
listen. That real-time consumer feedback has shaped our product development and go-to-market strategies. This year, we're sampling 10 million new consumers because we know that when people try That's
it., they return – nearly half of our consumers purchase twice or more annually.
That’s
it. has a strong DTC and retail presence. How do you approach marketing across both channels?
Retail is our top priority, and we’re now in over
85,000 doors and growing, meeting consumers where they shop—whether it’s in club, grocery, or convenience. We approach DTC a bit differently because of the flexibility it provides. DTC is
helpful for testing new products and pack sizes, giving us real-time consumer reviews that become proof points before we expand distribution at retail. DTC also allows us to build deeper relationships
with consumers and customize their experience, whether through subscriptions or loyalty programs, with the goal of helping consumers easily get their daily servings of fruit. The insights we gather
online strengthen our retail presence, and the visibility we have at retail drives more trial and awareness online. It’s a complementary approach, with each channel playing to its
strengths
What is your favorite That’s it. fruit bar? Is there a flavor you think is
underrated?
As an endurance runner, I swear by our Organic Energy Bars. My favorite flavor right now is Mango Lime, but honestly, my favorites change all
the time. There’s something about the natural energy from real fruit combined with 100mg of clean caffeine that keeps me going without having to juggle a coffee and a piece of fruit before a
run. It’s the kind of convenient fuel that fits perfectly into my training routine. As for an underrated pick, I’d say the Apple + Fig Fruit Bar. Figs are packed with fiber and
antioxidants, but the truth is, I just really love figs. It’s one of those simple, wholesome combinations that I think more people should try.
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