Two-Ingredient Snack Success: How That’s it. Is Redefining Healthy Fruit Snacks
How a Two-Ingredient Fruit Bar Became a National Snack Sensation
When Dr. Lior Lewensztain set out to change the way people eat fruit, he wasn’t thinking about flashy marketing campaigns or mass retail shelves. He was still in medical school, where he discovered a troubling statistic: only one-third of Americans were getting their recommended daily servings of fruit. Recognizing a gap in the market for simple, truly clean fruit snacks, he decided to take action.
Rather than pursue a traditional medical career, Dr. Lewensztain earned his MBA, developed his concept, and launched That’s it., a clean-label snack company dedicated to making fruit more portable and accessible. The result was the now-iconic That’s it. Fruit Bar made with just two ingredients: fruit and fruit. No preservatives, no added sugars, no concentrates, just real, whole fruit in a convenient, shelf-stable format.
From Farmers Markets to Whole Foods
The company’s journey began at local farmers markets in Los Angeles, where Lewensztain was able to get immediate feedback from customers. Those early taste tests confirmed that the concept resonated and the bars quickly found loyal fans. Before long, That’s it. was accepted into a Whole Foods national rollout program, catapulting the brand from local booths to grocery aisles across the country almost overnight.
This rapid growth came with its share of challenges. Scaling production, managing large orders from major retailers like Starbucks, and maintaining product integrity all required a nimble approach. As Lewensztain shared, the key was having trusted partners, the ability to pivot, and a relentless commitment to the company’s original mission.
Keeping It Simple, Even When It’s Hard
Creating a snack with minimal ingredients sounds easy, but That’s it.’s process is anything but simple. Removing moisture from premium fruit to create a bar that’s both delicious and shelf-stable without preservatives requires precision and innovation. Variations in flavor from season to season are embraced as a sign of authenticity, reflecting the natural differences in fruit crops.
This simplicity has become the brand’s guardrail. All That’s it. products contain between one and six ingredients, and every new product must align with the company’s ethos of transparency, clean ingredients, and nutritional integrity.
Beyond the Bar: New Products and New Audiences
While the flagship fruit bars remain a bestseller, That’s it. has expanded into innovative new product lines, including Crunchables, probiotic bars, and a fruit-based energy bar made with 100mg of caffeine from organic coffee. These products target a range of lifestyles, from school lunches to marathon training fuel.
Strategic partnerships have been key to brand growth. Collaborations with groups like Daybreaker, known for their early morning, sober dance parties, help the company connect with health-conscious consumers in moments where their products fit naturally. K-12 school systems have also embraced That’s it. products as a shelf-stable, allergy-friendly alternative to fresh fruit that often goes to waste.
Lessons in Entrepreneurship
Lewensztain’s advice to aspiring entrepreneurs is straightforward: persistence is essential, adaptability is non-negotiable, and starting simple is often the smartest move. The ability to pivot whether in product design, operations, or marketing can transform challenges into opportunities.
Today, That’s it. products are available in major retailers like Whole Foods, Costco, Walmart, and Starbucks, as well as online at Amazon and the company’s own website. The brand’s commitment to minimal ingredients, transparency, and sustainability continues to guide its innovation and customer relationships.
Want to try That’s it. for yourself? Visit thatsitfruit.com to explore their full range of clean, simple, fruit-based snacks.
