Dr. Lior Lewensztain, Founder, That’s it. Nutrition
Medical doctor-turned-entrepreneur Lior Lewensztain founded minimal ingredient fruit bar brand That’s it. in 2012 with the goal of making eating fruit easy, accessible and convenient for all. The brand was ahead of its time in terms of simplicity and transparent ingredients, democratizing “clean label” eating before the concept of clean labeling was a trend. Today, That’s it. produces a wide range of products crafted with simple ingredient decks – including Fruit Bars, Energy Bars, Probiotic Fruit Bars and Fruit Crunchables – and has become a go-to brand for individuals with food allergies and dietary restrictions.