That’s It Comes Into Energy Category With Keto Offers 2021-07-29


LOS ANGELES – That’s It Nutrition LLC, maker of snacks with six ingredients or less, is launching a pair of certified keto energy bars. The new products represent the last step in the evolution of the brand.

Available on and, That’s It Keto Kick offers are formulated with all organic ingredients, including dates, soluble tapioca fiber, chickpeas, single source and fair trade Ethiopian coffee and cocoa or vanilla powder, as well as sea salt. Each bar has 5 grams of net carbs and 95 mg of caffeine, which is equivalent to one cup of coffee.

Founded in 2012, That’s It builds a platform focused on transparency, plant-based nutrition, and functional benefits. The initial products included bars of pressed fruit, combining apple and blueberry, cherry or pear, for example. The brand has since expanded its line while staying true to its philosophy of “no-secret snacks,” said Lior Lewensztain, MD, Founder and CEO.

“Minimum ingredients, simplicity, transparency of ingredients,” he said. “We like to keep everything premium. We’re not trying to cut corners or work around the edges around this. We try to offer health and well-being, especially through fruits, which will soon be vegetables, in a portable, clean format and where we find gaps in the market where we have an impact.

Recent additions have included fruit bars with added probiotics and a range of dark chocolate truffles made with figs, raisins, bananas or dates. The brand also launched That’s It Crunchables, which are dried apple bites packaged in lunchbox-ready pouches and positioned as a healthier alternative to conventional fruit snacks for kids. Future product development will incorporate vegetables and pulses, he said.

“We started to venture into being a herbal snacking platform,” Dr. Lewensztain said. “I think over the last 12-18 months it’s started to take shape, and the more innovations we come up with, the more we feel like we can really start reaching out to different categories within the store so that ‘he doesn’t just focus on bars. We were able to really gain some notoriety with the fruit bars, but now we have been able to expand into areas like confection, like functional probiotics, in the fruit snacks section for kids.

The latest intro was inspired by consumer feedback and market trends.

“Keto has been on our radar for quite some time,” he said. “I think it’s just starting to pick up speed and steam and sort of a mass awareness. Energy was another axis we wanted to focus on.

Many products developed for the ketogenic diet rely on synthetic sweeteners or sugar alcohols to reduce carbs, Dr Lewensztain said.

“It’s very dirty, if you will,” he said. “There is a long list of ingredients. It was difficult for us to come up with a keto product because the fruits naturally don’t really allow it.

Plus, he noted, energy bars tend to have added caffeine and not real coffee. That’s It is marketing its contribution to the category as a revolutionary, timely option for a resurgence of on-the-go snacks and an ongoing focus on health and wellness as pre-pandemic activities resume.

“We make it as easy as possible to consume not only fruit, but also these other kinds of features, whether it’s coffee or probiotics,” Dr Lewensztain said. “It’s just a lot more convenient now.”

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