How do you make a Popsicle soft?

There is a particular brand, Whole Fruit Bars from Eddy's. Its actual pieces of fruit made into a delicious Popsicle. I have the recipe to make these myself; however, I am wondering how to make them soft. Usually, once you put them in a mold, and freeze them, (like you do with ice in a tray) they turn out hard, just like ice. What do I need to add to the recipe to make them a little softer like the Popsicle that you buy from the store?