One day ahead of Artemis II's return from the crew's triumphant trip around the moon, this space mission is still all anyone can talk about. In addition to major updates like brand-new photos of the Earth and the newly-named Lunar crater Carroll, honoring Artemis II commander Reid Wiseman's late wife, Carroll Wiseman, one bit of Artemis II news hitting headlines was the fact that an iPhone has officially gone to space.
11 years before this smartphone was experiencing zero gravity, though, That's it. fruit bars were specifically requested by an astronaut and ultimately made the journey to space. Founder and CEO of That's it., Lior Lewensztain, shared more about how this trip to the 'final frontier' happened and what's next for the company.
Lewensztain explained that, prior to their trip to space, That's it. bars had to be scientifically tested by NASA.
"It really comes down to our proprietary drying and binding technology," Lewensztain said. "Our process maintains the integrity of the fruit while ensuring a stable, 24-month shelf life without preservatives. For NASA, the bars had to undergo rigorous testing to ensure they could withstand extreme temperature fluctuations during transport and, crucially, that they were suitable for a zero-G environment, meaning they wouldn't crumble or create 'float away' debris that could interfere with International Space Station (ISS) equipment."
According to Lewensztain, this idea came straight from an astronaut.
He explained, "One of the astronauts actually reached out to That’s it. directly because they were already a fan of the brand and wanted to bring the bars into space. We quickly rose to the occasion and worked to make it happen."
Lewensztain also explained why this felt like a perfect fit for the That's it. brand.
"The opportunity was a natural extension of our mission to make the benefits of real fruit accessible anywhere. Because our bars are made with 100% real fruit, with no added sugar or stabilizers, they were a great fit for an environment where fresh produce is not readily available. Being part of a space mission was an exciting way to help provide astronauts with a simple, real-fruit option while in orbit," Lewensztain said.
In terms of what's next for the gravity-defying brand, Lewensztain hasn't taken future space travel off the table.
"We’re going to continue to bring out of this world snacks to consumers with our new Fruitola Fruit Granola and Fiber Fruit Bars and, who knows, maybe more trips to space are in our future," he said.
That's it. has just recently launched—pun intended—Fruitola, the company's first-ever fruit-based granola, and Fiber Fruit Bars are available now at Thrive Market and Sam's Club.
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