That’s It. Aims to Serve One Billion Grams of Fiber to Consumers in 2026
LOS ANGELES — That’s It., a fruit-based snack company, is on a mission to provide consumers with one billion grams of fiber this year, a significant increase from the 250 million servings it offered in 2025. The company recently introduced two new products, expanding its range to offer consumers more options for incorporating fiber and fruit into their diets.
Founded in 2012 by Lior Lewensztain, MD, That’s It. was born out of a desire to address the fact that only one in three Americans consume the recommended daily servings of fruit. Today, that statistic has worsened, with only 1 in 10 Americans meeting this goal, according to Lewensztain.
That’s It. crafts its snacks using fruit and simple ingredients, clearly stating the exact amount of fruit used in each product on its packaging.
“Our goal is to encourage people to eat more fruit by making it more convenient and portable, while also adding different functionalities to our product lines,” said Lewensztain. “Ultimately, our focus always remains on incorporating fruit into everything we do.”
The company also follows a “food as preventive medicine” approach to snack formulation.
“We believe in using nature and food as preventative measures, rather than relying solely on medications,” Lewensztain explained. “By targeting younger children and encouraging better consumption habits from an early age, we aim to help prevent long-term health issues and diseases in the future.”
Despite being ahead of its time with its focus on minimal ingredients, That’s It. is not concerned about the increasing trend towards health-focused products. Lewensztain expressed gratitude for the industry’s shift towards healthier options.
“Regulations such as revising the food pyramid and eliminating artificial colors from foods are positive developments, and we have always aligned with these principles since our inception,” Lewensztain noted. “Our mission is to stay true to our values and continue offering products that promote fruit consumption.”
That’s It.’s product portfolio includes bars, probiotic bars, and dark chocolate truffles.
In recent years, the company has focused on expanding its business through new product launches. Last year, That’s It. introduced its Crunchables line, a crunchy fruit snack designed for toddlers and young children.
Earlier this year, the company unveiled its latest innovations: a fiber bar enriched with fruit and Fruitola, a fruit-based granola.
Fruitola, made with just four ingredients and no added sugar, provides 16 grams of protein and 7 grams of fiber per serving. The product initially launched at Costco before expanding to other retailers.
Available in flavors like cinnamon, strawberry, banana, and blueberry, Fruitola stands out in the market for its real fruit content.
These new product offerings align with That’s It.’s commitment to providing consumers of all ages with more fiber through fruit.
The company offers various sizes, including mini and fun sizes, to cater to both children and adults.
“Our products can easily complement your daily diet,” Lewensztain said. “The different size options make it convenient to incorporate into your routine.”
That’s It.’s products are widely distributed and can be found in various channels, including retail stores, K-12 schools, hospitals, and college campuses.