In any game, particularly video games, an exclamation said to oneself after losing or getting killed while going after a bonus objective or points. Used as a reminder to focus on the main directives after the fact.
Alternatively, said to a teammate who gets killed while doing so.
Orginated from Pac-Man, where you earned bonus points for eating the fruit.
"Dammit, Matt, I told you not to worry about looting the corpse until after we killed all the thugs! Now we're both dead! Fruit, Matt! Fruit!"