That's it
That's It is a Los Angeles-based natural-snack company manufacturing clean-label fruit bars, fiber-focused granola, and toddler fruit snacks distributed nationwide at Walmart and Sam's Club; a related Italian entity operates sustainable project development.
- Company typePrivate
- Founded2012
- HeadquartersNovara, Italy
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What That's it does
That's It operates as a natural-snack manufacturer founded in 2012 by Dr. Lior Lewensztain and headquartered in Los Angeles, California. The company produces clean-label fruit-based snack products — fruit bars, Fiber Fruit Bars, Fruitola Fruit Granola (with added plant-based protein), and Fruit Crunchables for toddlers — built around ultra-minimal ingredient lists (often two ingredients), no added sugar, no allergens, and no artificial ingredients, with fiber content as a primary functional claim. Distribution is achieved through major mass retailers, with Walmart and Sam's Club confirmed as nationwide partners; production volume scaled to 200M+ fruit servings delivered in 2024, with stated targets of 250M in 2025 and 350M in 2026.
The business model is straightforward CPG unit sales at retail, with revenue generated through one-time product purchases via retail channels rather than subscriptions or licensing. The company does not disclose pricing and has no publicly disclosed enterprise customers beyond retail partners; consumer-facing go-to-market relies on annual Snacking Trends survey-based content marketing, community initiatives (e.g., the Teal Pumpkin Project for food-allergy awareness), and earned media in food-industry publications. Product development emphasizes heavy-metals third-party testing and clean-label positioning targeting health-conscious consumers and parents of young children.
A separate corporate entity, That's It Srl Società Benefit, operates in Novara, Italy, founded by Guido Bovolenta, pursuing a 2023-2027 sustainable-growth project across Italy and Greece and operating a GreenBikeMe initiative. The input data treats this as a related-but-distinct project-development entity rather than a subsidiary of the US snack company, and it is not material to the core fruit-snack revenue model. No venture capital, private equity, or institutional ownership is disclosed for either entity.
That's it firmographics
Firmographics- Name
- That's it
- Legal name
- That's It Srl Società Benefit
- Website
- https://thatsit.me
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Short description
- That's It is a Los Angeles-based natural-snack company manufacturing clean-label fruit bars, fiber-focused granola, and toddler fruit snacks distributed nationwide at Walmart and Sam's Club; a related Italian entity operates sustainable project development.
- Ownership category
- akta.pro rank
That's it industry classification
Industry- Product category
- Natural and Healthy Fruit Snacks
- NAICS
- Snack Food Manufacturing (31191)
- SIC
- Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Fruit Snacks & Dried Fruit (CRADABAJ)
- akta.pro secondary industries
- Health/Protein Snack Bars Manufacturing (AFAKAIAN), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)
Keywords
Where That's it is headquartered
LocationHeadquarters
- HQ city
- Novara
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
That's it business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Fruit Snack Product Sales: That's It generates revenue through the manufacture and sale of fruit-based snack products including fruit bars, granola, and fruit crunchables. Products are sold through retail distribution channels including Walmart and Sam's Club, with a focus on clean-label, fiber-focused formulations targeting health-conscious consumers.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
That's it product offering
Product offeringCore offering
That's It manufactures and sells fruit-based snack products including fruit bars, fruit granola, and fruit crunchables distributed nationwide through Walmart and Sam's Club. Products are formulated with minimal, recognizable ingredients emphasizing real fruit composition, fiber content (7-16g per serving), and the absence of added sugars, artificial ingredients, and major allergens, targeting health-conscious consumers and parents of young children.
Product overview
That's It is a Los Angeles-based natural snacks company that manufactures fruit-focused snack products. The core product line includes original Fruit Bars, newer Fiber Fruit Bars, Fruitola Fruit Granola (with protein), and Fruit Crunchables for toddlers. The company positions itself around clean-label, minimal-ingredient formulations emphasizing fiber content and real fruit, with distribution through major retailers including Walmart and Sam's Club.
Differentiator
Problem solved
Functional benefit
Products and services
- That's it. Fruit Bars Original fruit bar product line made from real fruit, promoting fiber content and health benefits of apples and other fruits, targeted at health-conscious consumers.
- Fiber Fruit Bars Fiber-focused fruit bars containing 7 grams of fiber per bar with minimal ingredients and no added sugar, representing the company's expansion of its fiber-focused portfolio.
- Fruitola Fruit Granola A fiber-focused granola product containing 16 grams of plant-based protein and 7 grams of fiber per serving, made with minimal ingredients and no added sugar.
- Fruit Crunchables Toddler snack made from real fruit, free from allergens and added sugars, designed for healthy snacking habits starting in early childhood.
- Organic Fruit Crunchables Organic version of the toddler snack made with real fruit, free from artificial ingredients and allergens, available nationwide at Walmart and Sam's Club.
- That's It Apples + Strawberries Mini Fruit Bar Mini fruit bar combining apples and strawberries, tested for heavy metals in independent third-party laboratory testing.
Quantifiable outcome
- Delivered over 200 million fruit servings in 2024
- +2 more outcomes
Companies that use That's it
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
That's it technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
That's it partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights4 records
That's it competitors and assessment
Company assessmentDirect peers
- RXBAR: RXBAR (Kellanova/formerly Kellogg's) built its brand around minimal-ingredient, no-added-sugar protein and fruit bars. It competes head-to-head with That's It in the clean-label, better-for-you bar aisle at mainstream retailers.
- Made Good: Made Good makes granola bars, cookies, and fruit-based snacks positioned around allergen-free, clean-label ingredients. It directly overlaps with That's It on real-fruit, allergen-free snack bars targeting health-conscious parents and kids.
- Peeled Snacks: Peeled Snacks makes dried-fruit-based snack packs and bites marketed as real fruit with no added sugar. It is a focused, smaller-scale direct competitor with a similar clean-label, real-fruit positioning.
- YumEarth: YumEarth makes organic fruit snacks, candy, and granola bars targeted at kids and allergen-conscious families. It is a direct competitor in the toddler/parent-snack set and is distributed at mass retailers including Walmart.
- Munk Pack: Munk Pack produces fruit-and-nut snack bars and granola with a focus on low-sugar, real-food ingredients. It overlaps directly with That's It's Fiber Fruit Bars and Fruitola Granola in the better-for-you bar/granola segment.
- Bare Snacks: Bare Snacks (PepsiCo) makes baked and freeze-dried fruit crisps/chips positioned around real fruit and clean ingredients. It directly overlaps with That's It's real-fruit, minimally processed snack positioning.
- Larabar: Larabar (General Mills) sells minimally processed fruit-and-nut bars with short ingredient lists. It is one of the closest direct competitors to That's It's original fruit bar line on positioning, format, and target consumer.
- GoGo squeeZ: GoGo squeeZ (Materne) sells fruit-based pouches and crunchy fruit snacks targeted at kids and parents. It is a direct competitor to That's It's Organic Fruit Crunchables in the toddler/family fruit snack segment at Walmart and other mass retailers.
Emerging players
- Purely Elizabeth: Purely Elizabeth sells granola and granola bars built around clean ingredients, fiber, and adaptogens. It overlaps with That's It's Fruitola Fruit Granola in the premium, fiber-forward granola segment at natural and mainstream retail.
Broad incumbents
- KIND Snacks: KIND (Mars) is a much larger healthy-snack incumbent with a broad portfolio of bars and snacks including fruit-based formats. It competes for the same shelf set and shopper at Walmart/Sam's Club but with broader scale and category coverage.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
That's it financial estimates
Financial estimateRevenue estimate
Valuation estimate
That's it leadership team
Management profileNumber of profiles
Profiles2 records
That's it funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
That's it 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
What does That's it do?
That's It manufactures and sells fruit-based snack products including fruit bars, fruit granola, and fruit crunchables distributed nationwide through Walmart and Sam's Club. Products are formulated with minimal, recognizable ingredients emphasizing real fruit composition, fiber content (7-16g per serving), and the absence of added sugars, artificial ingredients, and major allergens, targeting health-conscious consumers and parents of young children.
Is That's it a public or private company?
That's it is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was That's it founded?
That's it was founded in 2012.
Where is That's it based?
That's it is headquartered in Novara, Italy, in the Europe region.
How does That's it make money?
One revenue line is on record: fruit Snack Product Sales.
Who are That's it's main competitors?
Direct peers on record are RXBAR, Made Good, Peeled Snacks, YumEarth, Munk Pack, Bare Snacks, Larabar and GoGo squeeZ. Purely Elizabeth is listed as an emerging player. KIND Snacks is listed as a broad incumbent.
Does That's it have an API?
No public API is recorded for That's it.
What industry is That's it in?
That's it's product category is Natural and Healthy Fruit Snacks. Its primary akta.pro industry code is CRADABAJ, Fruit Snacks & Dried Fruit, with a secondary code of AFAKAIAN, Health/Protein Snack Bars Manufacturing. Its NAICS code is 31191 and its SIC code is 2000.