It does say occasional fruit somewhere, because I know I read that too! In the meal planning guide it states "occasionally add a serving a fruit", a fruit size serving should be a fist size and whole30 guidelines recommends one to two of those a day. I reread some chapters and it stated to not have fruit if your replacing it for a "sugar craving, since thats still being unhealthy given the fact you are still feeding your cravings and going back to old habits!!!! Its best to have protein and a fat if your still really hungry after eating 15 minutes later! Also, it states in the book it is better to have smaller amounts of fruit throughout the day then a lot in on sitting. (guessing this means break up that fist portion size throughout the day)--keep in mind you can most likely have more then that based on your activity and size level. I am very active so I tend to add a little more fruit into my meals, when I can like banana slices or some apples. Good luck!