That’s It enters keto category with plant-based coffee energy bar

That's It (rendered That’s it.) is giving the keto industry a wake up call with a new coffee energy bar. The Keto Kick bar is made with only whole ingredients, including 95mg. of caffeine from Fair Trade, single-origin Ethiopian coffee beans.

That's It cited a recent survey from research platform Suzy that indicates one-third of Americans are currently following a keto or low-carb diet.

Keto Kick launches at a pivotal time for the snack bar industry. While a steep decrease in on-the-go activity during the COVID-19 pandemic led to a dramatic decline in sales across the category, experts expect a quick rebound as consumers return to pre-pandemic activity levels and on-the-go snacking habits, That's It noted.

It is also predicted that consumers’ heightened interest in healthy eating, functional foods, and taking a more holistic approach to food and wellness will continue, even as the pandemic fades, according to Mintel.

“We’ve recently seen a spike not only in the amount of people following the Keto diet, but also in demand from the keto community for clean and plant-based snacking options,” said That’s It founder and chief executive Dr. Lior Lewensztain. 

Keto Kick launched in July in chocolate and vanilla flavors. The bar's six all-natural ingredients are (all organic): dates, FiberSMART soluble tapioca powder, garbanzo beans, Ethiopian single-origin Arabica coffee beans, sea salt and cacao or vanilla.

Each 20g. bar is certified USDA Organic, gluten-free, non-GMO, kosher,and free from the top 12 allergens. It contains 45 calories, five net carbs and eight grams of fiber. Keto Kick is available now at thatsitfruit.com.