Two Ingredients, 85K Stores: Why Less Became More for Growth
Update: 2025-09-05
Description
In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Elizabeth Pigg, Chief Communications Officer at That's it. That's it. has become America's number one selling fruit bar by mastering the art of simple messaging in a complex market. Founded by Dr. Lior Lewensztain as a solution to help Americans get their daily fruit servings, the company has grown from farmers markets in Los Angeles to 85,000 retail doors nationwide. Elizabeth shares how they've built trust and scaled growth by deliberately choosing simplicity over complexity, creating authentic community connections, and turning their product limitations into competitive advantages.
Topics Discussed:
- Building brand trust through radical ingredient transparency
- Scaling in-house creative production while maintaining agility
- Strategic sampling at massive scale (10 million samples annually)
- Leveraging micro and nano influencers for authentic UGC
- Preparing for AI-driven commerce and search evolution
- Creating multiple use cases for simple products across demographics
- Balancing viral content opportunities with consistent messaging
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