Doctor Started a $100M-a-Year Business to Solve Health Problem

Transforming Fruit Consumption: The Journey of That’s it.

In 2005, while attending medical school, Dr. Lior Lewensztain encountered a concerning statistic: only about one-third of Americans consume the recommended daily servings of fruit. Motivated to address this health gap, Lewensztain began exploring the landscape of fruit-based snack products available in supermarkets. His research revealed a market saturated with products containing purees, concentrates, and fruit leather, but a notable absence of snacks made from real fruit with minimal ingredients and no added sugars.

From Medical School to Entrepreneurial Vision

The idea of entrepreneurship came unexpectedly for Lewensztain, yet his commitment to promoting healthier eating habits fueled his pursuit. After completing medical school, he enrolled in an accelerated MBA program, aiming to leverage his combined expertise in medicine and business. His vision was to pioneer a fruit-first consumer packaged goods (CPG) brand that could encourage children and adults alike to develop better dietary habits by offering snacks that taste good and are genuinely healthy.

In 2012, Lewensztain founded That’s it., a brand named to emphasize simplicity—products with few ingredients, typically just two fruits per bar. This minimalist approach was designed to stand out in a market flooded with overly processed snacks.

Bootstrapping Success: Farmers Markets to National Retail

Lewensztain initially introduced That’s it. at farmers markets, a grassroots strategy to gauge consumer interest. The brand quickly gained steady traction, which led to submission for a Whole Foods national rollout program. Impressively, That’s it. was one of only four businesses selected, marking a pivotal moment that sparked additional partnerships and accelerated growth.

Scaling Up: Overcoming Challenges in Retail Distribution

The transition into major retail channels brought significant challenges, particularly in managing manufacturing complexities and supply chain logistics. Lewensztain acknowledges the steep learning curve but credits the Whole Foods partnership for creating substantial brand awareness. This momentum opened doors to major retailers such as Target and Starbucks.

The COVID-19 pandemic further amplified consumer attention towards healthier food choices, benefiting That’s it.’s growth. Today, the brand boasts presence in large retailers including Costco, Sam’s Club, Walmart, and even on American Airlines flights. Online availability through the official website and Amazon complements its retail footprint. Impressively, That’s it. achieves over $100 million in annual revenue, a testament to its broad consumer appeal and effective market positioning.

Strategic Growth: Maintaining Control and Sustainability

Despite its rapid expansion, That’s it. remains predominantly bootstrapped. About nine years ago, the company accepted a small, undisclosed capital infusion but deliberately avoided venture capital funding. This strategic decision ensured Lewensztain and his team retained full control over business operations and infrastructure, fostering prudent financial management and sustainable reinvestment.

“Because we’re not venture-backed, we have to even more so really mind every cent and reinvest into the right places to help fuel that growth,” Lewensztain explains, highlighting the intentional stewardship guiding the company’s development.

Innovation Rooted in Brand Integrity

Innovation remains a cornerstone of That’s it.’s strategy in the competitive CPG space, yet it is carefully balanced with fidelity to the brand’s original mission. Rather than pursuing fleeting trends, the company focuses on product development that honors its fruit-first ethos.

A recent example is the introduction of a fiber bar, designed to enhance nutritional benefits while keeping fruit as the primary ingredient. This aligns with the growing consumer interest in fiber intake, often referred to as “fibermaxxing,” a trend encouraging higher dietary fiber consumption for better health.

Prioritizing Fiber Over Protein

Although the surge in protein-focused products prompted many requests for a protein-packed bar, Lewensztain chose to stay true to That’s it.’s core mission. He recognized that entering the saturated protein bar market would dilute the brand’s distinct value proposition. Instead, the company emphasized fiber derived naturally from fruit, distinguishing its products from others that rely on extracted fiber additives.

“We’ve elevated the amount of fiber, all from fruits, which is a very big distinction compared to fiber ingredients that are extracted and then added back,” Lewensztain notes. “It’s much easier on the body and comes with a lot better benefits in terms of health and wellness.”

The launch of Fruitola, a snack blend combining fruit-derived fiber with plant-based protein, further reflects the brand’s commitment to innovation without compromising its fruit-centric philosophy. “We don’t like to copycat,” Lewensztain emphasizes. “We like to bring newness to the market.”

Staying True to the Mission While Meeting Growing Demand

Despite expanding its product line, That’s it. maintains its hallmark simplicity, with bars containing anywhere from just one to five ingredients—a rarity in the CPG industry. Lewensztain takes pride in the company’s unwavering commitment to its founding mission, which resonates strongly with health-conscious consumers, particularly younger generations seeking transparency and clean-label products.

“They want cleaner, healthier, better for you,” Lewensztain says. “We’ve always been that. We never had to change; we never had to remove anything. That’s kind of that medical background kicking in, but that was really the idea all along for us.”

Reflecting on the brand’s impact, Lewensztain shares, “We served 250 million servings of fruit last year. Our target is over 350 million this year, and we’re even tacking on a billion grams of fiber as well.”

For more detailed insights into Dr. Lior Lewensztain’s journey and the growth of That’s it., visit Here.