Key Takeaways<\/h2>\n\n- Lewensztain founded That\u2019s it. in 2012, bringing the bootstrapped brand to farmers markets.<\/li>\n
- An early Whole Foods national rollout secured additional partnerships and ongoing growth.<\/li>\n
- The business takes a strategic, intentional approach to innovation that centers its initial mission.<\/li>\n<\/ul>\n<\/div>\n
During medical school in 2005, Dr. Lior Lewensztain stumbled upon a sobering statistic: only about one third of Americans hit their recommended daily servings of fruit. Lewensztain wanted to change that. So he started to learn more about the products available on supermarket shelves.\u00a0<\/p>\nImage Credit: That\u2019s it. Lior Lewensztain.<\/figcaption><\/figure>\nLewensztain\u2019s research found that although a lot of CPG products incorporated purees, concentrates and \u201cfruit leather type\u201d formulations, the market lacked snacks with real fruit, minimal ingredients and no added sugar.\u00a0<\/p>\n
The prospect of becoming an entrepreneur \u201ccame out of left field.\u201d But Lewensztain was determined to build a fruit-first CPG brand of his own. After graduating from medical school, he joined an accelerated MBA program.<\/p>\n
Leveraging an MD and MBA to start a business: That\u2019s it.<\/h2>\n
\u201cI got a business degree with the intent of utilizing both backgrounds to practice medicine on a grander scale and in a more of a preventative way,\u201d Lewensztain says, \u201cespecially trying to get kids to develop better habits \u2014 to let them know that they can actually eat things that taste good and are good for you.\u201d\u00a0\u00a0<\/p>\n
Lewensztain founded his fruit-focused snack brand in 2012. He named the business That\u2019s it.<\/a> to encapsulate its simple, few ingredients. A bar with just two (one fruit and a second fruit) became its first and core product.<\/p>\nFirst, Lewensztain took his bootstrapped brand to farmers markets to see if it had legs. Steady interest was there, and within a few months, That\u2019s it. submitted for a Whole Foods national rollout program \u2014 and became one of four businesses selected to participate.\u00a0<\/p>\n![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/FRUITOLA-AND-FIBER-PR.jpg?w=1024\")
Image Credit: That\u2019s it.<\/figcaption><\/figure>\nNavigating major retail distribution and expansion<\/h2>\n
The learning curve was steep, demanding astute navigation of manufacturing and supply chain, Lewensztain admits, but the Whole Foods partnership generated significant awareness and landed additional accounts. Soon, That\u2019s it. hit other major retailers, including Target and Starbucks.\u00a0<\/p>\n
The business continued on its growth trajectory, with a notable inflection during the pandemic when people started paying closer attention to what they were consuming, Lewensztain adds.\u00a0<\/p>\n
Now, in addition to those early retailer partnerships, That\u2019s it. is available in numerous other stores, including Costco, Sam\u2019s Club, Walmart, and on American Airlines flights. The brand also sells online through its official website and on Amazon. That\u2019s it. currently sees more than $100 million in annual revenue.\u00a0<\/p>\n
Balancing the business\u2019s scale with sustainable growth<\/h2>\n
Balancing scale with sustainable growth has always been one of the business\u2019s biggest challenges, Lewensztain notes.\u00a0<\/p>\n
About nine years ago, the business took a small undisclosed amount of capital, but That\u2019s it. \u201cvery consciously\u201d avoided the venture capital route, determined to retain full control over the business and its infrastructure.<\/p>\n
\u201cBecause we\u2019re not venture-backed, we have to even more so really mind every cent and reinvest into the right places to help fuel that growth,\u201d the founder says.\u00a0<\/p>\n
Investing in innovation that aligns with brand goals<\/h2>\n
Naturally, innovation is a key investment area in the ever-evolving, crowded CPG space. But it\u2019s not as straightforward as churning out a series of trendy products for the sake of it.\u00a0<\/p>\n
That\u2019s it.\u2019s challenge \u2014 and opportunity \u2014 lies in staying true to the heart of its brand when it comes to any product development.\u00a0<\/p>\n
That\u2019s it.\u2019s new fiber bar, which introduces added nutritional benefits but keeps fruit center stage, serves as a recent example.\u00a0<\/p>\n![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/FIBER-FAM-PR-LIFESTYLE.png?w=1024\")
Image Credit: That\u2019s it.<\/figcaption><\/figure>\nOver the years, amid an increased American interest in protein intake<\/a>, Lewensztain\u2019s received a lot of requests for a protein-packed bar. <\/p>\nHowever, even feedback that seems well-informed and on the nose isn\u2019t worth taking if it misses the mark on brand intention. That\u2019s it.\u2019s guiding mission was always fruit, going back to Lewensztain\u2019s medical school days and his initial business inspiration.\u00a0<\/p>\n
Adding protein to the brand\u2019s flagship fruit bars just didn\u2019t align with that goal. \u201cThere are a lot of \u200aprotein bars,\u201d Lewensztain says. \u201cThere wasn\u2019t a need for another one to enter the category.\u201d\u00a0<\/p>\n
A focus on fiber that doesn\u2019t miss the mark<\/h2>\n
During medical school in 2005, Dr. Lior Lewensztain stumbled upon a sobering statistic: only about one third of Americans hit their recommended daily servings of fruit. Lewensztain wanted to change that. So he started to learn more about the products available on supermarket shelves.\u00a0<\/p>\n Lewensztain\u2019s research found that although a lot of CPG products incorporated purees, concentrates and \u201cfruit leather type\u201d formulations, the market lacked snacks with real fruit, minimal ingredients and no added sugar.\u00a0<\/p>\n The prospect of becoming an entrepreneur \u201ccame out of left field.\u201d But Lewensztain was determined to build a fruit-first CPG brand of his own. After graduating from medical school, he joined an accelerated MBA program.<\/p>\n \u201cI got a business degree with the intent of utilizing both backgrounds to practice medicine on a grander scale and in a more of a preventative way,\u201d Lewensztain says, \u201cespecially trying to get kids to develop better habits \u2014 to let them know that they can actually eat things that taste good and are good for you.\u201d\u00a0\u00a0<\/p>\n Lewensztain founded his fruit-focused snack brand in 2012. He named the business That\u2019s it.<\/a> to encapsulate its simple, few ingredients. A bar with just two (one fruit and a second fruit) became its first and core product.<\/p>\n First, Lewensztain took his bootstrapped brand to farmers markets to see if it had legs. Steady interest was there, and within a few months, That\u2019s it. submitted for a Whole Foods national rollout program \u2014 and became one of four businesses selected to participate.\u00a0<\/p>\n The learning curve was steep, demanding astute navigation of manufacturing and supply chain, Lewensztain admits, but the Whole Foods partnership generated significant awareness and landed additional accounts. Soon, That\u2019s it. hit other major retailers, including Target and Starbucks.\u00a0<\/p>\n The business continued on its growth trajectory, with a notable inflection during the pandemic when people started paying closer attention to what they were consuming, Lewensztain adds.\u00a0<\/p>\n Now, in addition to those early retailer partnerships, That\u2019s it. is available in numerous other stores, including Costco, Sam\u2019s Club, Walmart, and on American Airlines flights. The brand also sells online through its official website and on Amazon. That\u2019s it. currently sees more than $100 million in annual revenue.\u00a0<\/p>\n Balancing scale with sustainable growth has always been one of the business\u2019s biggest challenges, Lewensztain notes.\u00a0<\/p>\n About nine years ago, the business took a small undisclosed amount of capital, but That\u2019s it. \u201cvery consciously\u201d avoided the venture capital route, determined to retain full control over the business and its infrastructure.<\/p>\n \u201cBecause we\u2019re not venture-backed, we have to even more so really mind every cent and reinvest into the right places to help fuel that growth,\u201d the founder says.\u00a0<\/p>\n Naturally, innovation is a key investment area in the ever-evolving, crowded CPG space. But it\u2019s not as straightforward as churning out a series of trendy products for the sake of it.\u00a0<\/p>\n That\u2019s it.\u2019s challenge \u2014 and opportunity \u2014 lies in staying true to the heart of its brand when it comes to any product development.\u00a0<\/p>\n That\u2019s it.\u2019s new fiber bar, which introduces added nutritional benefits but keeps fruit center stage, serves as a recent example.\u00a0<\/p>\n Over the years, amid an increased American interest in protein intake<\/a>, Lewensztain\u2019s received a lot of requests for a protein-packed bar. <\/p>\n However, even feedback that seems well-informed and on the nose isn\u2019t worth taking if it misses the mark on brand intention. That\u2019s it.\u2019s guiding mission was always fruit, going back to Lewensztain\u2019s medical school days and his initial business inspiration.\u00a0<\/p>\n Adding protein to the brand\u2019s flagship fruit bars just didn\u2019t align with that goal. \u201cThere are a lot of \u200aprotein bars,\u201d Lewensztain says. \u201cThere wasn\u2019t a need for another one to enter the category.\u201d\u00a0<\/p>\nLeveraging an MD and MBA to start a business: That\u2019s it.<\/h2>\n
Navigating major retail distribution and expansion<\/h2>\n
Balancing the business\u2019s scale with sustainable growth<\/h2>\n
Investing in innovation that aligns with brand goals<\/h2>\n
A focus on fiber that doesn\u2019t miss the mark<\/h2>\n
![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/FIBER-SUN-SIZE-LUNCH-BOXES-LIFESTYLE.jpg?w=1024\")
![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/04\/IMG_1628.jpeg?w=1024\")