BROADCASTS.com

b'

\\u201cWhat you see on the packaging is what you get\\u201d\\xa0

Dr. Lior Lewenszatin (09:03 - 09:05)

\\xa0

Fruits are one of the most accessible foods on the food pyramid, and yet a hefty amount of Americans don\\u2019t get the amount they should daily. When cruising down the aisles at the grocery store, fruit snacks might be more appealing especially to kids. The hard truth is that a lot of fruit snacks we see are loaded with added sugars, preservatives, and sometimes don\\u2019t even contain fruit.

\\xa0

After attending medical and business school, Dr. Lior Lewenszatin discovered the statistic that only \\u2153 of Americans get their daily serving of fruit. Taking the issue head-on, he wanted to create a product that was convenient and that helped people consume more fruit. When That\\u2019s It began, there weren\\u2019t many variations of the snack \\u201cbar\\u201d category. As a good delivery system, they began creating simple, nutritious and accessible bars.\\xa0

\\xa0

\\u201cIt really all began just trying to get people more convenient and portable ways to be able to consume fruit.\\u201d Dr. Lior Lewenszatin (03:53 - 04:01)

\\xa0

At the time, there weren\\u2019t many fruit bar options that contained actual fruit. Most competitors in the fruit category had added fruit puree, concentrate, or artificial flavoring. That\\u2019s It focuses their products on actually having very few ingredients, keeping to their namesake. Just by looking at their catalog, any given product has between one and six ingredients, mainly whole fruit.

\\xa0

Dr. Lior Lewenszatin launched That\\u2019s It with just three fruit bar options and sold them at five farmer\\u2019s markets in Los Angeles; perfect for the company to receive immediate and real time feedback. Not taking the typical product path, the company expanded nationally to Whole Foods within months.\\xa0

\\xa0

As their products have a very limited number of ingredients, all of That\\u2019s It\\u2019s offerings have a massive list of certifications such as organic, gluten-free, kosher, plant based and vegan.\\xa0

\\xa0

1 in 4 Americans are making food purchase decisions based on allergies either for themselves or someone in their house. This is why one of That\\u2019s It\\u2019s largest certification is that all of their products are allergen-free. All products are not only free of the top 12 allergens, but they are manufactured in a plant free of them as well.

\\xa0

\\u201cWe\\u2019re really excited to be able to include that community and be able to support them with offerings that they didn\\u2019t have options for before.\\u201d Dr. Lior Lewenszatin (17:28 - 17:39)

\\xa0

With retailer growth also comes innovation and expansion. Keeping to the core of premium fruit, That\\u2019s It have a slew of product options. Their crunchable bars are virtually the same as their fruit bars, but with a crunchy appeal to kids. A lot of kids\' snacks in retailers and grocers are categorized as fruit snacks, but most don\\u2019t even actually have fruit in them at all. That\\u2019s It introduced these kids bars to bring something whole, fresh and a convenient option for parents.\\xa0

\\xa0

\\u201cSometimes you get these retail buyers that look at this product and say that it\\u2019s not a fruit snack. It just goes to show you that they really view gummy bears and fruit roll-ups as a fruit snack. We\\u2019re trying to change that.\\u201d Dr. Lior Lewenszatin (13:00 - 13:23)

\\xa0

Having started with just three flavors, That\\u2019s It has expanded to 15 fruit bar flavor options and many new products such as a Keto Kick energy bar. With an initial retail expansion in Whole Foods, you can now find That\\u2019s It products in Starbucks, Target, and CVS along with direct to consumer on their website and Amazon.

\\xa0

How to get involved

• Join The Produce Moms Group on Facebook and continue the discussion every week!\\xa0
• Reach out to us - we\\u2019d love to hear more about where you are in life and business! Find out more here.\\xa0

\\xa0

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we\\u2019d love for you to help us spread the word!