"Lewensztain's research found that although a lot of CPG products incorporated purees, concentrates and 'fruit leather type' formulations, the market lacked snacks with real fruit, minimal ingredients and no added sugar."
"I 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, especially trying to get kids to develop better habits."
"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's it. submitted for a Whole Foods national rollout program."
Dr. Lior Lewensztain founded the fruit-focused snack brand That's it. in 2012 after realizing many Americans do not meet their daily fruit intake. His research revealed a gap in the market for snacks made with real fruit and minimal ingredients. After completing an MBA, he aimed to promote healthier eating habits, especially among children. The brand began at farmers markets and quickly gained traction, leading to a successful national rollout with Whole Foods, marking significant growth for the company.
Read at Entrepreneur
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