In medical school, Dr. Lior Lewensztain was struck by a statistic that refused to leave his mind: only about one third of Americans were eating enough fruit each day. For a future physician trained to prevent disease, not just treat it, the gap between nutritional guidelines and reality looked like a public health failure hiding in plain sight.

He went to grocery stores for answers and found something else instead: frustration. Shelves were crowded with snacks that claimed to be fruit-based but relied on concentrates, purees and “fruit leather” formulas, often padded with sugar and long ingredient lists. What he did not see were simple, portable snacks made from whole fruit and nothing unnecessary.

The idea of becoming an entrepreneur “came out of left field,” but Lewensztain began to imagine a different kind of intervention. If he could not get patients to eat more fruit in the exam room, maybe he could meet them in the snack aisle. After medical school, he enrolled in an accelerated MBA program, determined to merge clinical training with business skills and “practice medicine on a grander, more preventative scale.”

In 2012, he launched a company built around a radical premise for packaged food: fruit, and that is it. He named the brand exactly that. The first product was a bar made from just two ingredients, each one a fruit. No added sugar, no preservatives, no flavorings.

Bootstrapped and untested, That’s it. debuted at farmers markets, where steady demand signaled he was onto something. Within months, the young brand applied for a national rollout program at Whole Foods and was selected as one of only four companies. The partnership forced Lewensztain to master manufacturing and supply chains quickly, but it also propelled the bars into major retailers including Target and Starbucks.

As consumers became more ingredient-conscious, especially during the pandemic, sales accelerated. That’s it. expanded into Costco, Sam’s Club, Walmart and even airline snack carts, while also building a robust online business. Annual revenue has climbed past $100 million.

Despite the scale, Lewensztain has resisted pressure to chase every trend. The company took only a small amount of outside capital and avoided venture funding to keep control of its mission: fruit-first nutrition with one to five ingredients per product. When customers asked for protein bars, he declined, arguing the market was saturated and the brand’s purpose was different.

Instead, innovation has focused on fruit-driven fiber, including a new bar that boosts naturally occurring fiber and a snack blend called Fruitola, which pairs fruit fiber with plant protein. The goal is to help people eat more real fruit in forms they actually enjoy, without compromising on simplicity.

By the company’s count, That’s it. delivered 250 million servings of fruit last year and is aiming for more than 350 million, along with a billion grams of fiber. For Lewensztain, those numbers are not just business metrics; they are a measure of how far a single medical-school insight can travel when it leaves the clinic and enters the grocery aisle.