Key Takeaways Lewensztain founded That’s it. in 2012, bringing the bootstrapped brand to farmers markets. An early Whole Foods national rollout secured additional partnerships and ongoing growth. The business takes a strategic, intentional approach to innovation that centers its initial mission. During medical school in 2005, Dr. Lior Lewensztain stumbled upon a sobering statistic: only about one third of Americans hit their recommended daily servings of fruit. Lewensztain wanted to change that. So he started to learn more about the products available on supermarket shelves.  Image Credit: That’s it. Lior Lewensztain. Lewensztain’s research found that although a lot of CPG products incorporated purees, concentrates and “fruit leather type” formulations, the market lacked snacks with real fruit, minimal ingredients and no added sugar.  The prospect of becoming an entrepreneur “came out of left field.” But Lewensztain was determined to build a fruit-first CPG brand of his own.…