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?

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.

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.

A little about their wide array of products, all of which I have tasted. If you know anything about me and WTFork, there are very food products (and food companies) that we love and stand by. That’s it. makes the cut and has earned our inaugural WTFork Recommends seal indicating a product’s commitment to no B.S.

Fruit Bars (+ Minis)

Made from two simple ingredients, fruit + fruit, That’s it.! Available in regular and mini sizes to fit all snacking needs, these bars are 100% natural, plant-based, gluten-free, non-GMO, free of the top 12 allergens and no added sugars. 

Probiotic Fruit Bars

Made with just 2-3 ingredients, including fruit that acts as a natural prebiotic, and 2 billion live active cultures. These 100-calorie bars have no added sugar, are gluten-free, non-GMO, free of the top 12 allergens and do not require refrigeration.

Energy

Made with REAL fruit, each bar contains 4-5 organic ingredients, including caffeine from single-origin Ethiopian coffee beans, with no added sugar. Ditch sugary energy drinks and choose our healthier option.

Crunchables

Organic Crunchables are made with 100% real fruit—no juices, concentrates, or purees. With a crisp, delicious taste and no added sugar or preservatives, they’re the perfect lunchbox replacement for sugary fruit snacks that kids will love!

With roughly 20,000 new food products introduced per year, consumer confusion is problematic. Lewensztain believes that there is still a lot of runway in the plant-based space. When asked how he will continue to differentiate, his said, “We are in the business of shifting paradigms and mindsets.” After a heartfelt conversation, I believe that to be true therefore, check out That’s it. for some food truth and real nourishment!