That’s it.

That's it. was founded in Los Angeles in 2012 by Dr. Lior Lewensztain, who set out to make healthy eating more accessible through simple, convenient snacks. While attending medical school, Dr. Lewensztain recognized that only about one-third of Americans consumed the recommended amount of fruit each day. Inspired by the role of plant-based foods in preventative health, he created That's it. to help people incorporate more real fruit into their daily routines.

Built on the philosophy that healthy food should be simple, That's it. creates portable snacks made with minimal, recognizable ingredients and no unnecessary additives. By focusing on whole fruits and clean labels, the brand delivers convenient snacks that fit easily into busy lifestyles without compromising on quality or nutrition.

From the beginning, That's it. has remained committed to making wholesome snacking both approachable and delicious. Every product reflects the brand's belief that nourishing foods don't need long ingredient lists to deliver great taste. Through thoughtful innovation and a dedication to simplicity, That's it. continues to make it easier for people to enjoy more fruit wherever life takes them.