That’s It.: ‘Fruit no matter what’

LOS ANGELES — That’s It., a fruit-based snack company, hopes to serve one billion grams of fiber to consumers this year through its growing product portfolio, a big jump from its 250 million servings in 2025. The snack company recently launched two new products, reaching new categories with innovations intended to provide consumers with more ways to consume fiber and fruit.

The company was founded in 2012 by Lior Lewensztain, MD, after learning in medical school that only one in three Americans consume the recommended daily servings of fruit. Today, the statistic has stretched, with only 1 in 10 Americans meeting this goal, Lewensztain said.

That’s It. formulates its snacks with fruit and simple ingredients. The product’s packaging identifies the exact amount of fruit used in the product’s formula.

“We want people to consume more fruit, and we’re trying to make it more portable, more convenient and to add different functionalities to the different product lines that we have,” Lewensztain said. “At the core, our focus is always ‘fruit no matter what.’”

The company also approaches its snack formulations with a “food as preventive medicine” philosophy.

“I think it’s a very Eastern medicine philosophy, utilizing the world around us — nature, food — as preventative measures instead of going straight to medications or medicines,” Lewensztain said. “We really try to target younger children so they can develop better behaviors from the get-go and, that way, they can actually try to mitigate a lot of the long-term issues, health issues and diseases that can occur by trying to actually practice better consumption behaviors from the beginning.”

Although the company was launched well before the current health-focused wave of products and is “ahead of its time in terms of minimal ingredients,” Lewensztain said the surge is not a worry for the company’s mission and that he is “thankful” to see the industry catching up.

“Regulations like inverting the food pyramid and getting companies to remove colors from foods, those are all great things that are happening and, fortunately for us, we never had to change anything — we’ve been like that from the get-go,” Lewensztain said. “For us, it’s just a matter of staying the course…  

“Our mission was to get people to consume more fruit, and we were able to carve out our space within the (bar) category and really develop a fruit bar subcategory within that,” Lewensztain said. “When we look at innovation, it’s really about where there are gaps in the market, where we feel, through the lens of fruit, we can add value. Nothing we do is niche or meant to be much smaller in terms of outreach. It’s really supposed to be more universal and appeal to the masses.”

That’s It.’s portfolio includes bars, probiotic bars and dark chocolate truffles.

Recently, the snack manufacturer has focused on scaling the business with new product launches. Last year, the company launched its Crunchables line, a crunchy fruit snack formulated for toddlers and young children.

Earlier this year, That’s It. unveiled its latest innovations: a fiber bar “enhanced” with fruit and Frutola, a fruit-based granola.

Frutola is made with four ingredients, is free from added sugar and offers 16 grams of protein and 7 grams of fiber per bowl. The product debuted at Costco and was followed by a larger retail expansion.

The granola is available in flavors such as cinnamon, strawberry, banana and blueberry.

“There’s nothing (like Frutola); it’s very disruptive” Lewensztain said. “There are a lot of SKUs out there that call themselves fruity, right? But there’s not really any fruit in there. Those are mostly flavorings. So, we wanted to be able to provide real fruit…it’s as simple as it gets.”

The product launches align with the company’s mission to provide consumers of all ages with more fiber via fruit.

That’s It. offers multiple sizes, such as its mini and fun sizes, so each product can be accessible for both children and adults.

“You can supplement it at your will,” Lewensztain said. “(Size varieties) are a great way to be able to supplement what you’re already eating in your normal daily diet.”

That’s It.’s products are nationally distributed and may be found in “all channels,” including retail, K-12 schools, hospital systems and college campuses, Lewensztain said.