CAUGHT ON CAMERA AT THE 2017 WINTER FANCY FOOD SHOW

That’s It CEO: Our veggie bars could be just as big, if not bigger, than our fruit bars

By Elaine Watson contact

- Last updated on GMT

That’s It fruit bars were an immediate hit, but will the brand’s new veggie bars – which combine black beans with veggies such as peas, carrots, kale, and corn – be a tougher sell? 

Not according to That’s It Nutrition founder and CEO Dr Lior Lewensztain, who caught up with FoodNavigator-USA at the Winter Fancy Food Show.

“I don’t believe ​[that veggie bars will be a tougher sell]… we’re trying to get more people to eat their fruits and their veggies, and so the veggie bar was a natural progression from the fruit bar line.

“We do a lot of consumer focus groups when we launch a product to make sure that the flavor profile, the texture, everything, is really right, and the feedback has been tremendous so far, so we’re really excited."

Veggies on the go

So is the target consumer for the veggie bars the same as for the fruit bars?

“Yes, I think it’s really the same consumer,” ​said Dr Lewensztain. “It’s people trying to get their nutrition on the go and keeping it in a clean and simple form. There’s nothing really like it on the market in terms of pure veggies.”

So could the veggie bars be as big a hit as the fruit bars?

“Yes, they could be as big, if not bigger,” ​he predicted: “It’s very difficult to get your veggies in, especially for children, so this provides an easy on-the-go format to be able to consume them.”

Five ingredients

The new veggie bars contain five ingredients: Black beans, a vegetable [peas, carrots, corn or kale], organic tapioca, organic vegetable glycerin, and sea salt.

Beans+Veggie-that's-it-bar

Read more about That’s It fruit bars HERE​.

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Interested in healthy snacking trends? Tune into our FREE-​to-attend online Snacking Innovation Summit​ on Feb 15, where you can hear from Dang Foods, Peeled Snacks, Field Trip Jerky, Protes and board advisor and guru Brad Barnhorn.

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1 comment

Question about the label

Posted by Shawna Lynn,

Would like clarification if straight tapioca is being used - guessing this is actually a tapioca starch, syrup or maltodextrin.

if so, product should be re-labeled

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