'That's It.' meal replacement bars extend into veggie territory

LOS ANGELES — That's it. announced today the launch of its newest brand extension, That's it. Veggie.  The company's new product line puts vegetables front and center, delivering all-natural, plant-based protein and fiber in an on-the-go bar format.



That's it. Veggie is the 3rd brand extension for the company, following the success of its fruit-based products, That's it. Fruit Bar , That's it. Zesty and That's it. Dark Chocolate Bites.



The hallmark of That's it. is the company's commitment to transparency in package labeling and its insistence on using the shortest possible ingredient lists for its products. With the company's expansion into vegetables, the company believes it will gain broader access to a vast consumer audience hungry for healthy, plant-based products with pure, simple, and comprehensible ingredient lists.



"With That's it. Veggie, our goal is to make vegetables available to busy consumers in the most convenient way possible," stated company founder Lior Lewensztain. "Following the large-scale market receptivity to our fruit-based products, bringing the focus to vegetables was the most logical next step for our company."



That's it. Veggie bars come in four varieties: Black Bean + Carrot, Black Bean + Corn, Black Bean + Kale and Black Bean + Pea. They are free from soy, dairy, wheat, peanuts, and eggs. That's it. Veggie bars are gluten-free, non-GMO, vegan, kosher and have only five ingredients.  '