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Exclusive interview

That’s It expands line-up with Zesty flavors and new Bites snacking format

Douglas Yu

By Douglas Yu+

03-Feb-2016
Last updated on 04-Feb-2016 at 18:54 GMT2016-02-04T18:54:46Z

NASA has cleared That's It bars as a suitable snack for astronauts working on the International Space Station
NASA has cleared That's It bars as a suitable snack for astronauts working on the International Space Station

Fruit bar brand That’s It is launching two new ranges - Zesty and Bites - designed to meet the flavor and health demands of Millennials.

Rolling out in the next few months, the Zesty range comprises three bars - apple, pear and ginger; apple and cinnamon; and apple, mango and chili. In line with rest of the That’s It range, all have only two or three ingredients.

“Where we are really ahead of the curve is in using clean and simple ingredients that people can pronounce,” CEO and founder Lior Lewensztain told BakeryAndSnacks. “We don’t use any concentrate that has sugars built in, and we use 100% real fruit.”

Fruit-on-the-go package

He added that the brand's bars are, essentially, a delivery system for fruit. “It’s fruit in the on-the-go package,” he said.

The Bites range, meanwhile, is designed for consumers who don’t want to eat a whole bar at once, and is packaged as single-serve pouches containing five snack 'Bites'. Each Bite is a mix of fruit and dark chocolate, with the whole pouch containing 150 calories.

The dark chocolate in That’s It Bites has only three ingredients, which Lewensztain said was almost unheard of.

That's It displays their latest Zesty and Bites lines at this year's Winter Fancy Food Show

"Most chocolate has between five and 15 ingredients,” he added. “The product, in total, has less than five ingredients. It’s very fruit-centric, but we add a little bit of dark chocolate to satisfy a sweet tooth.”

All That’s It ingredients are naturally sourced, and Lewensztain said he was hoping to obtain organic certification next year

“We don’t want to say we are only a certain percentage organic," he added. "We want to say we are either 100%, or until then, we are ‘all natural’.”

New flavors but same focus

Zesty and Bites will launch in the next a couple of months, and the That’s It R&D team is developing new products to bring to market over the course of the year.

The company plans to stick with its current bars and bites format and focus its innovation on new flavors, said Lewensztain, adding that introducing a new fruit required a lot of testing to ensure it is well received by consumers.

“Fruit is a staple in every culture, and I think fruit bars play a huge role in the snack industry,” he said. “It’s a great alternative for people to eat their fruit for the day, while still being able to snack and be healthy.”

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