That’s It Nutrition

What That’s It Nutrition does

That's It Nutrition is a Los Angeles-based, founder-led CPG company founded in 2012 by Dr. Lior Lewensztain that manufactures minimally processed fruit snacks. Its core technology is a fruit-pressing process that binds whole fruit (typically apple plus one additional fruit) into shelf-stable bars and other formats with a 24-month ambient shelf life and no added sugar, artificial or natural flavors, or preservatives; the entire product line uses 1-6 ingredients. The portfolio spans Fruit Bars, Mini Fruit Bars, Fruit Crunchables, Fiber Fruit Bars (4-7g fiber from fruit per serving), Fruitola Fruit Granola (16g plant-based protein, 7g fiber from fruit per bowl), Probiotic Fruit Bars, Organic Dark Chocolate Truffles, Fun Size formats, and Variety Packs, with all SKUs top-12 allergen-free, Non-GMO, Kosher, gluten-free, and plant-based certified.

The company makes money by selling its products on a one-time-purchase basis through major national and regional retailers (Costco, Walmart, Sam's Club, Target, Whole Foods, Kroger, Publix, Starbucks), online marketplaces (Amazon, Thrive Market; Amazon Business for B2B/office orders), and a K-12 foodservice program that serves thousands of school lunch districts where a serving counts as a half serving of fruit. Direct-to-consumer website sales have been discontinued, and the business is now a pure retail and institutional play. Marketing is driven by an ambassador program (FruitFamFaves), a 1,500+ registered-dietitian network (NutritionFAM), the annual Snacking Trends Unwrapped consumer survey, trade-show launches at Natural Products Expo West, and earned media. The company is a founding partner of the FARE PACT Alliance and is currently expanding capacity with a new 75,000-square-foot food-grade warehouse in Auburn, New York. Reported revenue is over $100 million (Fortune, July 2025), with 250 million fruit servings delivered in 2025 and a 2026 goal of 350 million servings and 1 billion grams of fiber from fruit.

Name

That’s It Nutrition

Legal name

That's It Nutrition LLC

Website

https://thatsitfruit.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

That's It Nutrition is a Los Angeles-based CPG company founded in 2012 that makes minimally processed, 100% real-fruit snacks (bars, granola, crunchables, truffles) and sells them through major national retailers, online marketplaces, and a K-12 foodservice program, with reported revenue above $100 million.

Ownership category

akta.pro rank

Product category

Healthy Fruit Snacks

NAICS

Other Snack Food Manufacturing (311919), Food Manufacturing (311)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

Fruit Snacks & Dried Fruit (CRADABAJ)

akta.pro secondary industries

Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI), Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG), Health/Protein Snack Bars Manufacturing (AFAKAIAN), Functional Baby & Kids Foods Manufacturing (Fortified Infant/Toddler Foods, Kids Nutrition) (AFAKAJAJ), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)

Keywords

• Fruit snack bars
• Real fruit snacks
• Plant-based granola
• Allergy-free snacks
• Healthy snack foods

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: That's It Nutrition generates revenue through sale of its fruit bars, granola, crunchables, and truffles via major retail chains including Costco, Walmart, Sam's Club, Target, Whole Foods, Kroger, Publix, and Starbucks. Products are also sold through Amazon and Thrive Market online marketplaces.
2. K-12 Foodservice Sales: The company sells products to K-12 schools and educational institutions for lunch programs, where a serving counts as a half serving of fruit. Products are available through contact forms on the K-12 page.
3. B2B/Office Sales: Business customers can purchase products through Amazon Business for office or business orders, with larger orders available by contacting [email protected].

Pricing tiers

Go-to-market motion2 records

Distribution channels11 records

Marketing channels6 records

Core offering

That's It Nutrition manufactures and sells minimally processed fruit-based snacks made from 100% real fruit with no added sugar, artificial flavors, or preservatives. The product portfolio includes fruit bars, mini fruit bars, fiber fruit bars, fruit crunchables, fruitola fruit granola, probiotic fruit bars, organic dark chocolate truffles, and variety packs, with a K-12 foodservice line tailored for school lunch programs. Products are distributed through major national retailers, warehouse clubs, coffee chains, online marketplaces, and directly to school districts.

Product overview

That's It Nutrition is a real-fruit snacking company founded in 2012, offering a portfolio of minimally processed fruit snacks. The product line centers on Fruit Bars (100% real fruit pressed into bars, typically apple plus one additional fruit) and Minis, supplemented by Fruit Crunchables (crunchy fruit snacks), Fiber Fruit Bars (high-fiber variants), Fruitola Fruit Granola (protein-enriched granola), Probiotic Fruit Bars, Organic Dark Chocolate Truffles, and Fun Size formats. Products are sold through major retailers nationwide including Costco, Walmart, Target, Whole Foods, Kroger, and Sam's Club, as well as online through Amazon and Thrive Market. The company also serves the K-12 foodservice sector with products designed for school lunch programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Fruit Bars The original 100% real fruit snack: whole fruit pressed into a bar, starting with apple and adding another fruit type, with occasional cinnamon or ginger. Made with just two ingredients, no added sugar, no artificial or natural flavors. Targeted at health-conscious consumers and families seeking clean-label snacking.
• Mini Fruit Bars Smaller two-bite versions of the original Fruit Bars, designed for small hands and lunchboxes, made with 100% real fruit and no added sugar. Targeted at parents packing lunchboxes and on-the-go snackers.
• Fruit Crunchables Light, crunchy fruit snacks made with minimal ingredients and 100% real fruit, certified organic in retail stores, providing 2-3 grams of fiber from fruit per serving. Made for ages 2 to 102, suitable for kids and adults.
• Fiber Fruit Bars High-fiber fruit bars delivering 4-7 grams of fiber from fruit per serving, made with 100% real fruit and minimal ingredients. Available in full-size, Minis, and Fun Size formats. Targeted at fiber-deficient consumers and GLP-1 medication users.
• Fruitola Fruit Granola Fruit-forward granola made with four ingredients, delivering 16 grams of plant-based protein and 7 grams of fiber from fruit per bowl. Works as cereal, yogurt topper, or standalone snack. Available in snack size, regular, and family size.
• Organic Dark Chocolate Truffles Real fruit enrobed in organic dark chocolate, certified organic and vegan with no dairy or animal ingredients. Available seasonally due to chocolate melting concerns in warmer months. Sold at Whole Foods, Thrive Market, and other retailers.
• Probiotic Fruit Bars Fruit bars containing probiotics for digestive health, made with 100% real fruit and no added sugar. Targeted at consumers seeking digestive health and gut wellness support.
• Fun Size Fruit Bars Smaller single-serve fruit bars designed for portion control, lunchboxes, and on-the-go snacking, available in various flavor combinations.
• Variety Packs Pre-packaged bundles offering multiple flavors and product types for sampling or gifting, including fruit bar variety packs (20-bar, 36-bar, 48-bar options), granola variety packs, and fiber fun size variety packs.
• K-12 Foodservice Products Fruit-based snacks designed for school lunch programs, including Fruit Crunchables and Mini Fruit Bars that count as a half serving of fruit in K-12 lunch programs. Sold directly to school districts for nationwide lunch programs.

Quantifiable outcome

• 95% of Americans do not consume recommended amounts of dietary fiber, creating large addressable market for fiber-focused products
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• FARE (Food Allergy Research and Education) PACT AlliancecoreStrategic or Co-development PartnerThat's It Nutrition is a founding partner of the FARE PACT Alliance, a commitment to safer food choices and clearer labeling for families managing food allergies. This partnership aligns with the company's top 12 allergen-free manufacturing and positions the brand as a leader in allergy-conscious snacking.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• 88 Acres: Small but growing seed-based and fruit-based snack brand focused on allergen-free school-friendly snacking. Adjacent to That's It's allergen-free and K-12 positioning with overlapping school foodservice customers.

Direct peers

• RXBAR (RX Nutrition): Minimal-ingredient protein bar brand founded on similar clean-label principles, now owned by Mars. RXBAR competes directly for the same health-conscious, label-reading shoppers and the same club/grocery shelf real estate as That's It.
• MadeGood: Allergen-free, school-friendly snacks (granola bars, crispy squares, crackers) with significant K-12 foodservice presence. Directly comparable to That's It's allergen-free positioning and overlapping school-channel customer base.
• KIND Snacks: Nationwide fruit-and-nut-based snack bar brand with overlapping retail distribution (Costco, Walmart, Target, Kroger) and a shared clean-label positioning. Acquired by Mars, KIND is the most relevant direct competitor in the health snack bar aisle where That's It claims #1 fruit bar status.
• Bare Snacks: Baked fruit and vegetable crisp snacks with no added sugar, sold nationwide. Bare competes for the same fruit-forward, better-for-you shopper and overlaps with That's It in natural/specialty grocery and club channels.
• Bear (Real Fruit Rolls): UK-born fruit-based snack brand selling fruit rolls and baked fruit snacks with no added sugar and 100% real fruit. Competes in the same 'real fruit snacking' positioning as That's It, especially in school foodservice and family channels.
• Larabar: Whole-food fruit-and-nut bars owned by General Mills with near-identical ingredient philosophy (short ingredient lists, fruit-forward). One of the most direct functional and product-format competitors to That's It's Fruit Bars in mainstream grocery and club channels.

Broad incumbents

• Simple Mills: Multi-category clean-label snack and baking brand (crackers, cookies, bars) carried in Whole Foods, Target, Kroger, and Thrive Market. Competes for the same clean-label, ingredient-conscious consumer with broader portfolio scale.
• Nature's Path: Established organic/natural cereals and bars brand with broader portfolio across granola, cereal, and snack bars. Competes in the same natural grocery and K-12 channels and is a relevant incumbent against That's It's Fruitola granola launch.

Others

• That's it. Nutrition: (Omitted - this is the subject company; not a peer.)

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/ThatsitFruit
• Facebookfacebook.com/thatsitfruit
• Instagraminstagram.com/thatsit
• Xx.com/thatsitfruit

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about That’s It Nutrition