Fruit bar brand That’s It is bringing variety packs to Costco and a shopper program to conventional grocery in time for back-to-school.

The snack bar, which came to Canada in 2020, is offering discounts on its Mini Fruit Bar Variety Packs at Costco locations nationwide, with 24-count pouches, each containing eight bars of its top three flavours, for $4 off. The company says this is enabling budget- and health-conscious parents to stock up on better-for-you, shelf-stable school snacks.

Elizabeth Pigg, That’s It’s CMO, tells strategy the snack brand had a “major focus” on Costco in-store demo booths throughout August. In September, it will begin running an additional shopper program at Loblaw where its products will be featured on an end cap in the natural food and secondary display locations in market stores.

The brand is also running floor stands at Sobeys banners nationally in September, coinciding with a discount promotion from mid-September to Oct. 19.

The display assets, designed in-house, are simple and high contrast, showcasing the brand name against a black background and using “plant-based” as the only callout.

“It’s so simple because the ingredients are so simple,” Pigg says. “We like to have the product speak for itself, so we don’t need to rely on a clever tagline to get the messaging across. We are unique in the sense that our fruit bars have two ingredients, fruit and fruit, and ‘that’s it.'”

This ladders back to the brand’s mission statement of being “dedicated to simple and easy ingredients made from real plant foods.” The only notable difference in messaging in Canada versus the U.S. is the allergy statement: “Priority Allergens” in Canada, versus “Top 12 Allergens” in the U.S.

That’s It got its start in Los Angeles farmers markets a decade ago, before broadening its reach nationally in Whole Foods.

Since launching in Canada, the brand has both done robust sampling – recently, a summer program in June at 70 British Columbia London Drug locations – and has strengthened its community relationships. That’s It has partnered with Breakfast Club of Canada, Toronto Foundation to Student Success, Food Allergy Canada, the Toronto District School Board and the Toronto Maple Leafs.