How a doctor built a $100 million snack brand by focusing on fruit

When medical student Lior Lewensztain discovered that only one-third of Americans met their daily recommended fruit intake, he traded his stethoscope for a supply chain. Today, his company, That’s it., generates over $100 million in annual revenue by scaling simple, fruit-based snacks across major retail outlets nationwide.

Lewensztain launched the brand in 2012, aiming to practice preventative medicine on a larger scale. After graduating with both MD and MBA degrees, he focused on creating products that avoided the purees and concentrates common in existing supermarket offerings. His debut product featured only two ingredients, setting a standard of simplicity that remains the company’s hallmark. Initial testing at farmers markets paved the way for a partnership with Whole Foods, which provided the momentum to enter retailers like Target, Costco, and Walmart.

Maintaining independence has been a deliberate strategy. By avoiding venture capital, the company retains full control over its infrastructure and manufacturing. This financial autonomy forces a disciplined approach to reinvestment, ensuring the brand stays true to its core mission. While competitors chase trends like high-protein bars, Lewensztain has rejected such requests, opting instead for innovations like fruit-derived fiber bars that align with the brand’s original health-focused identity. With 250 million servings of fruit delivered last year, the company continues to prioritize transparency and clean labels to meet the growing consumer demand for healthier, minimally processed options.