Lior Lewensztain is a doctor who found he didn’t like the way modern medicine treats disease instead of promoting health, so he decided to do something about it. He created That’s it. to get people to eat more fruit, and his first line of simple bars made of one or two ingredients won the brand a national placement in Whole Foods Market.
Today the brand has expanded to include a line of veggie bars and chocolate-covered fruit truffles.
Another brand, Date Lady, produces syrups and sugars made from only dates, with no additives or other ingredients. Founder Colleen Sundlie discovered the diverse flavors of different varieties of dates while living in the Middle East for three years and she launched her brand in 2012 to introduce them to the US.
There are more than 100 cultivars of dates, each with its own flavors and qualities, she said, and she aims to explore as many as possible.
The Ginger People began more than 30 years ago as an ingredient company, and supplying candied ginger and other ingredients to other manufacturers is still the lion’s share of the business. But today the company is also diversifying with new retail products including Rescue Ginger Shots, spicy daily shots in three flavors: Coconut, Lemon & Cayenne and Wild Turmeric.
The company has also launched a turmeric latte mix and Ginger Soother Tonics.
“Our retail side is expanding,” said founder Bruce Leeson. “There’s no real plan, we’re just seeing the opportunities as they come up.”
German company Farmers Land Food has also focused on simplifying. The company’s products include frozen smoothie cubes that don’t require a blender. Instead, the cubes are mixed with hot water and shaken or stirred in a jar. The company also makes Iced Coffee Cubes and Frozen Smoothie Bowls made with fruit and cereal.
Brooklyn, N.Y.-based Organic Gemini is introducing consumers to the Tiger Nut, a small root vegetable the size of a chickpea that has prebiotic properties. The company sells several products made from the root including granola, TigerNut clusters and a cold-pressed beverage called horchata.
Mother-and-daughter team Marilyn and Sara Polon created Soupergirl to sell the kind of scratch-made soups from seasonal ingredients that they craved. The vegan soup company sells two flavors year round and another six or seven that change with the seasons.