Originally posted on That’s it.: The No B.S. Fruit Bar - WTFork
Authored by Stefanie Sacks, MS, CNS, CDN
When Fruit Roll-Ups hit the scene in 1983, they were the kind of junk food that somehow snuck past the radar in our home. This sugary, fruit-flavored flat snack rolled into a tube magically masqueraded as something healthy enough. But for me and my brother, fruit in roll form wasn’t exactly groundbreaking. Thanks to our Jewish grandma, we’d been happily snacking on Joray Fruit Rolls for years—a kosher, apricot-packed delight straight from 1970s Brooklyn. So, let’s just say fruity snacks hold a special place in my heart. If it’s bursting with berries (or even apricots), I’m in!
By the late 1980s, I had officially sworn off junk food. Clean eating became my norm and Stretch Island Fruit Leather was my go-to—the “natural” food world’s answer to the Fruit Roll-Up. Since then, plenty of fruit snacks have flooded the market, but none held a candle to Stretch. That is, until…
Have you heard? That’s it. has disrupted the fruity snack game with their 100% real fruit bars—no added sugar, concentrates, purees, colors, flavors, or preservatives. They’re plant-based, gluten-free, allergy-friendly, and non-GMO. A far cry from the Fruit Roll Up whose first ingredient is corn syrup with dried corn syrup as the runner up. Thinking, “Hasn’t this been done before?” The answer is a resounding, “Nope!”
So, “What’s so great about this fruit bar?” At WTFork, we believe that food products are not only about the ingredients, sourcing and processing but also the intention of the people behind the package.
Dr. Lior Lewensztain founded That’s it. in 2012 after walking from a career in medicine for the unpredictable—and high-risk—food industry. That alone is fascinating and lucky for us, we had the chance to chat with Dr. L to learn about his journey.
Growing up in a food and cooking obsessed, globe-trotting family, Lewensztain developed a passion for exploring cultures through cuisine. But during medical school, he was disturbed by the glaring lack of focus on food and nutrition education. That’s when he dug deep into his own research on the connection between diet and health. The numbers were staggering—only one-third of Americans eat enough fruit daily. Instead of donning a white coat, Lewensztain chose a different path—one where he could tackle this issue head-on by merging his love for health, food, and fruit.
“Be the change you want to see in the world,” Dr. L said, his smile equal parts determined and kind. So, in 2012, he founded That’s it. with a mission rooted in preventative medicine. His goal? To help people on a large scale by offering simple, portable, and nutritious snack options. No frills, no unnecessary ingredients—just real food, done right. Who can argue with that?
That’s it. takes the seasonality out of the equation—their products give you access to multiple fruits and blends year-round, even when fresh options aren’t available. They’re tackling food waste, too! How often do we toss fruit from our lunch bag or knapsack because it’s bruised or squashed? That’s it. bars not only ensure fruit lasts longer but also makes use of everything their farms grow, even the “ugly” fruits that would normally be discarded by most food producers and grocery stores due to imperfections.
This company is on a mission to redefine how we view produce, advocating for a shift in what qualifies as a truly healthy fruit option. They're challenging the USDA and school nutrition services to reconsider their standards. While apple juice, sugary applesauce, and fresh fruit are all accepted, 100% real fruit bars are being excluded. Maybe it's time to rethink what's genuinely best. We love fresh fruit in schools, but the reality is harsh—foodservice is discarding 530,000 tons of food annually, about half of which is fruits and vegetables, costing over $1.7 billion. While That’s it. takes the seasonality out of fruit by offering 24-month shelf-stable products, most importantly, they provide access to a variety of fruit blends with superior nutrition year-round without the risk of waste.
