Dr. Lior Lewensztain, a medical school graduate, founded That’s it. in 2012 to tackle the alarming statistic that only one-third of Americans meet their daily fruit intake. His research revealed a gap in the market for snacks made from real fruit, leading him to create a brand focused on simple, nutritious ingredients. Starting at farmers markets, That’s it. gained traction and secured a partnership with Whole Foods, which significantly boosted its visibility and distribution. Today, the brand is available at major retailers like Target, Costco, and Walmart, and it generates over $100 million in annual revenue.

As the company expands, it maintains a commitment to its original mission of promoting healthy eating habits. Lewensztain has resisted the urge to follow trends that would dilute the brand's focus, such as adding protein to its fruit bars. Instead, the company has introduced new products like a fiber bar that emphasizes the natural fiber found in fruit. With a goal of serving over 350 million servings of fruit this year, That’s it. continues to innovate while staying true to its core values of simplicity and health.