Dive Brief:
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That's It, a food company that creates products with simple, clean ingredient lists, has added a vegetable-based product, That's It. Veggie, to its line of snack bars, according to Grocery Headquarters. Other That's It snack bar varieties include That's it. Fruit Bar, That's it. Zesty and That's it. Dark Chocolate bites.
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The company, whose mission is to provide consumers with transparent package labeling and healthy, plant-based products, is confident the That's It Veggie bar will be well-received by health-conscious consumers. The bar comes in Black Bean + Carrot, Black Bean + Corn, Black Bean + Kale and Black Bean + Pea flavors.
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"With That's It Veggie, our goal is to make vegetables available to busy consumers in the most convenient way possible," founder Dr. Lior Lewensztain said. "Following the large-scale market receptivity to our fruit-based products, bringing the focus to vegetables was the most logical next step."
Dive Insight:
Today's consumer is looking for the kind of better-for-you, free-from products That's It delivers. The company's new Veggie bars are free of soy, dairy, wheat, peanuts and eggs — five major allergens and ingredients that have fallen out of favor with some consumers as well — and are non-GMO.
Each Veggie bar only contains five ingredients, catering to consumer demand for short, easy-to-read ingredients lists. With products like these, That's It. is set to corner a hard-to-capture, niche market.
It's getting harder for manufacturers to establish a niche that they clearly own. Sometimes companies “own” a niche for a while, as Hamdi Ulukaya, the founder of Chobani Greek-style yogurt, did. Chobani recently surpassed $1 billion in sales, leading a category that hardly existed five years ago but that today's consumer can't get enough of.
It's impossible to know if That's It is on the cusp of a similar empire, but the unique product checks all the boxes of consumer health concerns, and has little competition in the "just fruit" and "just veggie" snack bar space. If the company continues to market its products well and anticipate possible competitor inroads, That's It could see unchecked growth in the future — at least for a while.