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If there may be one factor you already know about me as a mother, you already know that I at all times have snacks available.
There’s nothing worse than being on a peaceable stroll, making an attempt to loosen up with some meditation music & your child within the stroller, then they cry as a result of they’re hungry.
You understand it occurs to you too.
One other demanding state of affairs is once you’re touring. You might need snacks, however what in the event you don’t have the RIGHT snacks ?? The meltdowns, the tantrums, oh my.
So one factor I at all times have on me are That’s It! Apple Crunchables. The rationale I like them is particular, as you possibly can think about.
There’s solely ONE ingredient !!
ONLY ONE. This best as a result of I don’t need my daughter consuming snacks with shitty components that I can’t even pronounce. Let’s preserve it minimal, proper ?!
The primary time I ever had a That’s It! product, I used to be 22 years outdated at The Espresso Bean engaged on The Skinny Confidential. I ordered a That’s It! fruit bar & instantly flipped it over to learn the components. There have been solely 2 – apples & strawberries. No phrases I couldn’t pronounce, no ‘pure flavors’ ( what the hell does that even imply? ), & no shade #13F.
Now, years later, I’m so completely satisfied that I’ve the chance to provide Zaza That’s It! snacks as a result of she is an Apple Crunchable ADDICT. So right now I believed it might be enjoyable to have the founder on to be taught extra about how the corporate received began & why they’re so keen about wholesome ( however wholesome FOR REAL ) snacks.
On this put up you possibly can count on to be taught why Dr. Lewensztain began That’s it., constructive modifications he’s seeing within the area & what we must always all be searching for on our meals labels.
Additionally, you’ll want to use the code SKINNY for 25% off your first buy ( non-subscription solely ) at thatsitfruit.com.
With that, let’s get proper to it & welcome Dr. Lior Lewensztain to the weblog.
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♡ Introduce your self to TSC viewers.
Lior Lewensztain: I’m Dr. Lior Lewensztain, & I’m the founder & CEO of wholesome snack firm That’s it. I reside in LA with my spouse & two younger daughters, & am working with my staff at That’s it. to make handy diet extra mainstream for the plenty.
We’ve been at it for nearly ten years now, & have constructed out a group of scrumptious, handy, plant-based snacks like our authentic Fruit Bars, darkish chocolate Truffles, Probiotic Fruit Bars, the brand new Kick espresso vitality bar, & in fact, the Zaza-approved Crunchables.
♡ Inform us the way you began That’s it. I do know it’s a household run enterprise. Inform us the story behind that.
LL: I’ve a medical background… however the extra I got here to know about our medical system, the extra I spotted that there was an enormous want to handle well being on the entrance finish, fairly than ready for individuals to get sick & then treating them.
It’s surprising how few Individuals devour the really helpful quantity of fruits & greens as a part of their each day weight loss program, & it felt abundantly clear to me that one thing wanted to be performed to alter that. I consider that meals is medication; that what we put in our our bodies has a direct affect on our total well being. I wished to make it simpler for individuals get these vitamins & begin taking steps in direction of a more healthy life… & packing entire, nutrient-dense meals with no further junk right into a handy snack bar felt like an excellent step in the precise path.
♡ We hear that your mother is the COO of That’s it. Inform us concerning the dynamic within the workplace.
LL: Actually, for essentially the most half, it really works fairly seamlessly for us. We respect one another & can work in lock step in direction of our shared purpose of rising & increasing That’s it. to make the largest affect attainable.
The most important asset of our relationship is belief – the power to blindly belief that your COO is taking good care of enterprise continuous & making every determination in one of the best curiosity of the corporate is such an enormous asset to any CEO.
After all, it comes with its personal challenges. We’ve had workers attempt to pit us towards one another prior to now, & now we have to be very intentional about shutting off the work speak to be totally current throughout household time outdoors of the workplace, however total, the professionals far outweigh the cons. That’s it. wouldn’t be the place we’re right now with out the tireless work that she’s performed as COO.
♡ What makes this snack model completely different from others?
LL: Take into consideration the snacks that you simply see within the fruit snack part. There’s no fruit in them! The whole lot on the cabinets is filled with all types of pointless B.S. – juices, purees, concentrates, added sugars, and so forth.
I used to be decided to create a handy snack that contained simply fruit. No further junk. & we did it. It’s ironic although – generally, individuals’s pallets are so accustomed to considering {that a} fruit snack ought to style like the standard Fruit by The Foot, or a Welch’s Fruit Snacks, that their preliminary response to our merchandise is to suppose that they don’t belong within the fruit snack class.
Fortunately, we’re beginning to see this variation. In the previous couple of years, individuals have actually began listening to simplicity of components, & are desirous to know precisely what they’re placing of their our bodies. It’s transferring in a promising path, however there’s nonetheless a number of work to be performed.
♡ You secured nationwide distribution with Entire Meals early which propelled you from Farmers Markets in LA to a nationwide model mainly in a single day. What was that have like? How did your organization scale & regulate so shortly?
LL: That was a wild time for our younger firm. We went from manning small cubicles on the Farmers Market, to needing to scale up in a single day to offer our merchandise to certainly one of largest retailers within the nation.
It was an amazing downside to have, however undoubtedly a problem that wanted to be addressed as a result of we didn’t need our progress to be restricted by the quantity of product that we had been capable of make. Fortunately, we already had wonderful manufacturing companions in place that actually believed within the model & had been invested in our success.
They had been keen & capable of be nimble & fast, & labored with us continuous to supply every part that we wanted in these early days of the Entire Meals partnership – a partnership that continues & thrives right now.
♡ My favourite is the Apple Crunchables, as a result of they loosen up my daughter, particularly when touring. What’s everybody within the workplace’s favourite merchandise?
LL: The Crunchables are my daughter’s favourite too! They’re so excellent for a wholesome snack on-the-go. My favourite is our Mango Probiotic Fruit Bar. I’ve one every morning, & love that it’s scrumptious & additionally filled with pre & probiotics. It’s the proper solution to begin the day.
Everybody on the workplace has their very own favorites, however I’ll say that we are able to by no means preserve our darkish chocolate Truffles stocked within the workers kitchen. We’ll put out 20 pouches on a Monday, & they may have all mysteriously disappeared by Tuesday.
♡ What are issues we must always search for when manufacturers declare to have minimal components?
LL: I encourage individuals to really learn the ingredient checklist on the packaged meals that they devour. Make it possible for the components listed on the entrance of the package deal matches the components which are listed on the again. After which ask questions. What does “pure flavors” imply? Does this snack include entire meals, or is it fruit purees? Being educated about what’s actually of their meals goes to start out empowering individuals to take management of their well being.
♡ What recommendation would you give somebody who needs to get into the meals product trade?
LL: There must be a void that your product is filling. The meals trade will be an extremely saturated area, so earlier than you go all-in on a meals product or firm, make certain that it will likely be filling a necessity state.
For instance, I noticed that so few Individuals had been getting the vitamins they want with their each day servings of fruit. On the identical time, it was clear that individuals had been keen to sacrifice true diet in change for comfort. Our merchandise handle each of those points. They’re filled with the vitamins of actual, entire meals ( & nothing else ), & but come within the extremely handy bar format, excellent for consuming on-the-go.
♡ Inform us about Kick espresso vitality bars? Michael is obsessed!
LL: We’re all obsessive about the Kick vitality bars too. For those who aren’t acquainted but – Kick is a brand new espresso vitality bar that’s constituted of solely six actual, entire components, together with 95 mg of unpolluted caffeine from single-origin Ethiopian espresso beans.
It’s additionally Keto-certified, natural, & plant-based. We’d been watching the Keto & vitality bar areas, & noticed a number of alternative to place our That’s it. spin on them. Each classes have been rising in reputation, however the wholesome choices obtainable inside every had been dismal. Keto snacks are sometimes filled with “soiled,” processed comfort meals that, whereas are technically throughout the Keto tips, lack any actual diet. In the meantime, most vitality bar merchandise are filled with caffeine components & sugar alcohols.
Our Kick bars are keto-certified & include the identical quantity of caffeine as a cup of espresso with components like natural dates, natural garbanzo beans, & natural Ethiopian single-origin Arabica espresso beans. And these bars have an actual kick to them – you possibly can actually really feel the caffeine hit!
♡ What’s one thing occurring within the meals trade proper now that you simply’re enthusiastic about?
LL: Whereas the final yr & a half has been extremely difficult on a world scale, one of many silver linings is that individuals have began to be way more conscientious concerning the meals that they eat.
They’re beginning to examine components, ask questions on sourcing, & hunt down entire foods-based diets way more steadily. I believe that now greater than ever, persons are beginning to acknowledge how immediately their diets affect their well being, immunity, sleep & total wellness. One factor that’s been wonderful to see is that the massive firms are reacting to the altering calls for of the customers.
For instance – take a look at how McDonald’s is making its Joyful Meals more healthy, or how PepsiCo is shifting away from sugar-filled fruit juices & in direction of more healthy snacks & drinks. It’s extremely thrilling to look at this shift occurring in actual time.
♡ What’s one thing that you simply aren’t too enthusiastic about?
LL: I’m continually amazed by the quantity of meals manufacturers that put out deceptive or deliberately ambiguous details about what’s actually of their merchandise.
For instance: How typically do you see the time period “pure flavors”? Pure flavors is marketed as a well being declare, but the fact is that the overwhelming majority of what qualifies as pure flavors is definitely chemical compounds & preservatives.
♡ How can we incorporate That’s it. merchandise into our each day routines?
LL: So simply! There’s a That’s it. snack for thus many events all through the day. After all, you’ll begin the day with a Kick to provide you that caffeine enhance & get your day going. A Fruit Bar or Probiotic Fruit Bar is the proper snack to carry you over between breakfast & lunch.
You’ll be able to even prime your lunch salad with a few of our Apple + Pumpkin Seed Crunchables. Final however not least, our darkish chocolate Truffles are the proper after dinner dessert to fulfill your candy tooth & head off to mattress glad & not overly stuffed.
♡ What are your favourite That’s it. gadgets for youths & infants?
LL: Our Mini Fruit Bars & children’ Crunchables are excellent for youths & infants. The Mini Fruit Bars have all the identical attributes as our authentic Fruit Bars ( non-GMO, no added sugars, juices, concentrates, purees, and so forth. ) however come within the excellent kid-friendly dimension.
They’re best to throw within the faculty lunch field or to maintain within the automotive for when starvation strikes within the backseat. After which our Youngsters’ Crunchables are additionally excellent for that age group. They’re actually simply natural apples which have been crisped into these scrumptious, crunchy, packaged snacks that children can’t appear to get sufficient of.
♡ What’s a e book, podcast or useful resource that you simply advocate?
LL: Nicely, my favourite e book is Shoe Canine, by Phil Knight, the founding father of Nike – however I’ve to say that my staff won’t cease speaking about GET THE F*CK OUT OF THE SUN. So I’m going to need to advocate each of them!
♡ The place can everybody discover you? Pimp your self out!
LL: You will discover us at: www.thatsitfruit.com & on Amazon. We even have a enjoyable social presence throughout all the massive platforms. Test us out on Instagram at: @thatsit, & TikTok at: @thatsitfruit.
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As we talked about, the Crunchables are an actual hit, particularly if in case you have children. What’s your favourite That’s it. snack? I’d like to know.
Keep in mind to make use of the code SKINNY for 25% off your first buy ( non-subscription solely ) at thatsitfruit.com.
x, lauryn
+ 3 collagen tea recipes you simply need to strive.
++ take a look at this recipe for wholesome, cauliflower crust pizza.
+ this put up is in collaboration with That’s it., all opinions are my very own
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