San Fernando Valley Business Journal

Fruit Bar Maker Partners With Whole Foods and Virgin Atlantic

By Angela Melero Thursday, January 12, 2012

Van Nuys-based start-up, That’s it., is going national with its premier product, That’s it. fruit bars, thanks to a new partnership with Whole Foods Supermarket and Virgin Atlantic.

The fruit bars are now available at Whole Foods Markets nationwide and will be sold on Virgin America flights later this month, the company announced today.

Founded in 2010, the company makes 100-calorie, all-natural fruit bars that are made of–as the name implies—just fruit. The products are free of preservatives, concentrates and added sugars. The three varieties include apples with cherries, apples with pears, and apples with apricots.

In a prepared statement, company founder Dr. Lior Lewensztain said That’s it. was thrilled to bring the fruit bars to the masses through its partnerships with national companies such as Whole Foods and Virgin Atlantic.

“Moreover, we are excited to be aligning with brands that embody corporate social responsibility, value locally sourced products, and that share our mission of bringing healthy, natural foods to consumers,” Lewensztain said.