That’s it. Named Fastest-Growing Nutrition Bar Brand of 2022

New product launches cap off year of robust growth for healthy snacking company

(LOS ANGELES, CA: January 5, 2023) Healthy snacking company That’s it. was the fastest growing nutrition bar brand among the top 20 brands in the United States in 2022[1], beating out brands like KIND Snacks, CLIF Bar, Larabar, and RXBAR, and outpacing the growth of the category nationally by more than 7x. The recognition comes as That’s it., best known for its two-ingredient Fruit Bars, expands into a plant-based snacking platform, and announces expanding partnerships with major national retailers such as: Sam’s Club, Costco, Walmart, Target and more.

“We’re especially thrilled with this recognition after a year marked by challenges for the F&B industry such as changing consumer behaviors and ongoing inflation concerns,” said That’s it. Founder & CEO Dr. Lior Lewensztain. “Much of our success this year can be attributed to our ability to weather the inflation storm by accelerating growth in the Club channel, where we can provide greater value to consumers by shifting focus from single fruit bars to value-heavy multipacks at a time when rising costs are front and center to consumers.”

The company’s rapid growth extended across the Instacart platform, with That’s it. recently being named as one of the e-commerce giant’s Fastest-Growing Emerging Brands of 2022, alongside other CPG trailblazers such as: Liquid Death, Truff, and Poppi. The list, determined on year-over-year sales velocity growth, identifies emerging CPG brands that were most successfully able to “break into a crowded industry, find the right audience, improve awareness, and grow their distribution[2].”

Up next for the swiftly growing brand is the launch of two new products: a Sam’s Club-exclusive Strawberry & Banana Fruit Bar Variety Pack, and a 20-ounce pouch of Dark Chocolate Fig Truffles, set to launch at select Costcos this month. The new Fruit Bar 12-pack of the brand’s famous two-ingredient Fruit Bars contain just fruit: 12 apples, six bananas and 72 strawberries to be exact, and will be available at Sam’s Clubs nationwide. Meanwhile, That’s it. Dark Chocolate Fig Truffles will extend the brand into the chocolate aisle at Costcos, bringing the superstore one of the cleanest chocolates on the market with its four-ingredient Dark Chocolate Truffles, available now for the first time in a larger, Costco-friendly 20-ounce pouch. Staying true to the That’s it. ethos, both new products are made with minimal ingredients, real, whole foods and absolutely no juices, purees, or concentrates.

About That’s it. 

That’s it. is on a mission to help consumers Be a Little Better with their snacking habits by making delicious, convenient, plant-based super snacks from only the purest ingredients, and completely free from the top 12 allergens. Since 2012, it has been innovating the natural foods category in the United States with its portfolio of simple and nutritious snacks made from real, whole foods. All That’s it. products transparently contain six real ingredients or less. Its flagship Fruit Bars, now the #1 fruit bar in America, contain only two ingredients, fruit + fruit. That’s it. You can find That’s it. nationwide at your local Starbucks, at major retailers such as: Target, Whole Foods, Costco, Sam’s Club, 7-Eleven, Walmart, VONS, CVS and Kroger, and online at Amazon, Instacart and Learn more on Instagram and TikTok.

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