We had the good fortune of connecting with Dr. Lior Lewensztain and we’ve shared our conversation below.

Hi Dr. Lewensztain, what do you attribute your success to?
Simplicity and transparency have been the cornerstone of That’s it. since our early days, and I have no doubt that it has been critical to the success of the company. Today, the demand from consumers for transparency and simplicity from food brands is higher than ever, and it’s continuing to grow. I wish I could say that we had our finger on the pulse of what was to come, but honestly, it was a happy accident. Our fruit bars, for example, are made with only fruit. Nothing extra, nothing that we’re trying to hide or hoping that people don’t notice. We didn’t do it to be trendy, or even transparent – we did it because you just don’t need all the other junk. So, our product has made it easy for us to be perfectly in line with those changing demands from today’s consumer.

While our product has lined up well with these changing trends, we’ve had to actively integrate them throughout our company. People really want to see it throughout all areas of business. It’s not enough anymore for your consumer to be able to pronounce all your ingredients… That’s essential too, but now they also want to know where that ingredient was sourced from. They want to know how the food got from the farm to their mouth, they want to understand how they’re being marketed to. They are looking for total authenticity. We’ve been able to deliver on that, and it’s been central to our success.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
The big element that really sets That’s it. apart from so many other “healthy” snack brands is that our products are made from real, whole foods, and the most minimal, simple ingredients possible. So often other “healthy” snack brands will tout the “health benefits” of their products, when – in reality – their snacks are full of added sugars, preservatives, purees, and hidden ingredients. At That’s it., we take pride in ensuring that the front of our packaging matches what’s on the back. All our items contain four ingredients or less, while our celebrated fruit bars contain just two: fruit and fruit. Nothing extra.

I started this company to make it easier for people to eat their daily fruit servings… a need that is more relevant than ever now that the alarming majority of Americans – currently nine in 10 – are not meeting the suggested nutrition guidelines. I believe that we’re on the path to changing this, and that makes me feel incredibly proud.

It’s interesting though… while I started That’s it. for these reasons, some of the most satisfying and important impacts that we’ve made have been in unexpected areas. For example, I frequently get emails from people with diabetes who say that our products have changed their lives by making it possible to maintain their blood glucose levels with snacks. We hear from the food allergy community frequently as well, because, due to the hyper-simplicity of our products, they are all completely free of the top 12 allergens. They will often say that it’s been instrumental for them to have healthy and delicious allergy-free snacks that they can trust, and that discovering That’s it. has led to less anxiety around snacking. To be honest, we didn’t set out aiming to be an allergy-friendly brand, or a diabetes-friendly brand, but the fact that we have inadvertently become both has been incredibly rewarding for our entire team. Creating more inclusive eating opportunities for food communities with limited options has unexpectedly become one of our brand’s most important pillars.

In terms of the future, I’m excited that we’ve created a platform that we can use to continue to develop plant-based super snacks for everyone. Our ethos and guidelines of clean, nutritious products and minimal ingredients is more relevant now than ever. I can’t wait to see how we can continue to innovate, while sticking to our brand ethos and beliefs.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Any time I have visitors in town, I always make sure to take them to dinner at Angelini Osteria in Beverly Grove. It’s a small, bustling place, and it serves the best Italian food in town. They’re famous for the Agnolotti with White Truffles pasta, and for good reason – it’s worth the splurge.

Chateau Marmont is where we go for a nightcap after dinner. The place is famous, or infamous, as a celebrity hideout, but I think that there’s more to it than that. It feels like a time capsule back to Hollywood’s glory days – and who doesn’t want to experience that what visiting Los Angeles?

A lot of Angelenos send their visitors into the mountains for a hike the next morning, but I’ve always preferred taking a stroll through Downtown Los Angeles; checking out the sights and sounds, the architecture, the food. It’s an essential part of any trip to LA.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My wife Jessica deserves more than a little credit in the story of my journey to where I am today. She’s been by my side through it all, since the beginning – from encouraging me to see the idea through, to working the farmers market booths with me all around Los Angeles as we formulated the product. She’s supported me through the long hours, hundreds of plane rides, and all the stress and growing pains that come with getting a new business off the ground. She’s been behind-the-scenes, but has had an instrumental impact on getting That’s it. to where we are today.

Website: www.thatsitfruit.com

Instagram: https://www.instagram.com/thatsit/

Linkedin: https://www.linkedin.com/company/that’s-it-fruit-bars/mycompany/

Twitter: https://twitter.com/Thatsit

Facebook: https://www.facebook.com/thatsitfruit/

Youtube: https://www.youtube.com/channel/UCUF_O0S4Mg2FYQV5ulQD_qA

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