That’s It Nutrition: Why Short and Sweet is the Key to Successful Ingredient Lists

That’s It Nutrition, the maker of snacks with six ingredients or fewer, was founded in 2012 by a doctor with the goal of helping people live healthier lives. And luckily, its products have stood the test of time. The name, That’s It, not only speaks to the company’s philosophy, but the ingredient lists, too. Xtalks spoke to Dr. Lior Lewensztain, founder and CEO of That’s It, to find out more.

“We are coming up on our ten-year anniversary, and have experienced incredible growth over the last decade,” says Dr. Lewensztain. “When we started, we had one product: our original Fruit Bars, made from only two ingredients: fruit + fruit. These bars have stood the test of time — they’re now the number one selling fruit bar in America.”

Since its inception, the company has innovated and significantly expanded its portfolio of plant-based snacks to include its Probiotic Fruit Bars, Mini Fruit Bars, dark chocolate Truffles, Crunchables and its brand-new coffee energy bar, Keto Kick. Not to mention, all of That’s It Nutrition’s products are free from the top 12 allergens, gluten-free, paleo and non-GMO. But the short ingredient lists are what Dr. Lewensztain attributes to the company’s success. 

“As long as we stick to our guidelines of clean and nutritious products with minimal ingredients, there’s really no limit on where we can take That’s It,” adds Dr. Lewensztain.

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To a new customer, it may seem like That’s It is playing to the most popular trends in the health and nutrition space. However, the company has actually helped set those trends. While it’s always keeping an eye out for what’s trending, current trends don’t typically influence new products. Even though its products tend to fall in line with trends like simple and minimal ingredients, plant-based, immunity-boosting, all-natural, non-GMO and allergen-free, That’s It was a pioneer. 

The brand did, however, see an opportunity within the coffee energy space over the last few years. There is no shortage of energy products in the market, but the vast majority of them lack nutrients. Instead, Dr. Lewensztain said, they’re packed with artificial ingredients, caffeine additives and sugar alcohols. 

“We saw an opportunity as consumer interest in clean eating and real, whole ingredients started skyrocketing, while the demand for energy products remained high — and as a result, we created Keto Kick,” Dr. Lewensztain said. 

The new Keto Kick is a Keto-Certified coffee energy bar made from only six whole ingredients, including organic dates and organic garbanzo beans. The 95 mg of caffeine comes directly from Fair Trade, single-origin Ethiopian coffee beans. It’s a modern coffee energy bar for the new conscious consumer.

“We like to say that we make Snacks Without Secrets, because that’s exactly what we’re doing. We offer total transparency with everything we’re doing and making,” Dr. Lewensztain said. So often, you’ll see companies marketing their ‘fruit snacks’ – but real fruit is nowhere to be found on their ingredient list. That will never be the case with That’s It products, because the ingredients listed on the front of our packaging will always match the ingredients listed on the back.”

That’s It Nutrition’s products are available at most major retailers nationwide, such as Target, Whole Foods, Costco, 7-Eleven, Walmart and Kroger, as well as online on Amazon and its website.