That’s It Nutrition
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.
- Company typePrivate
- Founded2012
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
That’s It Nutrition firmographics
Firmographics- 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
That’s It Nutrition industry classification
Industry- 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
Where That’s It Nutrition is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
That’s It Nutrition business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Fruit Bars - 12 count boxes |
| Unit Pricing | Pay-as-you-go | Fruitola Fruit Granola - Multiple Sizes |
| Unit Pricing | Pay-as-you-go | Fiber Fruit Bars - 12 count boxes |
| Unit Pricing | Pay-as-you-go | Variety Packs |
Go-to-market motion2 records
Distribution channels11 records
Marketing channels6 records
That’s It Nutrition product offering
Product offeringCore 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
Companies that use That’s It Nutrition
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
That’s It Nutrition technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
That’s It Nutrition partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FARE (Food Allergy Research and Education) PACT AlliancecoreThat'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
That’s It Nutrition competitors and assessment
Company assessmentEmerging 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
That’s It Nutrition social profiles
Digital presenceThat’s It Nutrition compliance and trust
Trust signalCompliance5 records
That’s It Nutrition financial estimates
Financial estimateRevenue estimate
Valuation estimate
That’s It Nutrition leadership team
Management profileNumber of profiles
Profiles4 records
That’s It Nutrition funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
That’s It Nutrition M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about That’s It Nutrition
What does That’s It Nutrition do?
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.
Is That’s It Nutrition a public or private company?
That’s It Nutrition is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was That’s It Nutrition founded?
That’s It Nutrition was founded in 2012. It employs 11 to 50 people.
Where is That’s It Nutrition based?
That’s It Nutrition is headquartered in Los Angeles, United States, in the North America region.
How does That’s It Nutrition make money?
Three revenue lines are on record. Retail Product Sales are the primary driver. The others are K-12 Foodservice Sales and B2B/Office Sales.
Who are That’s It Nutrition's main competitors?
88 Acres is listed as an emerging player. Direct peers are RXBAR (RX Nutrition), MadeGood, KIND Snacks, Bare Snacks, Bear (Real Fruit Rolls) and Larabar. Broad incumbents are Simple Mills and Nature's Path. That's it. Nutrition is listed as an others.
Does That’s It Nutrition have an API?
No public API is recorded for That’s It Nutrition.
What industry is That’s It Nutrition in?
That’s It Nutrition's product category is Healthy Fruit Snacks. Its primary akta.pro industry code is CRADABAJ, Fruit Snacks & Dried Fruit, with a secondary code of AFAKABAI, Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars). Its NAICS code is 311919 and its SIC code is 2030.