FARE PACT Alliance Spotlight: Elizabeth Pigg of That’s it.

The FARE PACT Alliance is comprised of industries related to Consumer Packaged Goods (CPG), retail, restaurants, travel, hospitality, and manufacturing, as well as members of the food allergy community. In these spotlights, we introduce our partners and their representatives and talk about engaging food allergy consumers: the journey, what it takes to court this mighty consumer group, and the rewards.

Food company member organizations understand that food allergy consumers want what any consumer wants from snack brands—tasty snacks with informative packaging.

Recently, FARE spoke with Elizabeth Pigg, who is the Chief Communications Officer for That’s it., and a founding member and co-chair of the FARE PACT Alliance. The FARE PACT Alliance supports people with food allergies by working to ensure the availability of safe foods, the use of proper food allergen labeling and inclusive marketing, and thoughtfully designed experiences that consider the needs of food allergy consumers, including members of under-resourced population.

“What I really love about the FARE PACT Alliance is the chance to connect with other like-minded brands on these topics,” Pigg says. “When it comes to food allergies, FARE is the go-to leader in education and research, with unmatched credibility.”

That’s it. was founded in 2012 by Dr. Lior Lewensztain, who was concerned about the lack of fruit in Americans’ daily diet. (According to the CDC, only 12% of adults are eating the recommended daily servings of fruit.) He decided to focus on solutions that were convenient, portable, and reasonably shelf stable. In 2023, That’s it. delivered 150 million servings of fruit in forms that included fruit bars, probiotic bars, energy bars, and crunchy snacks.

That’s it. only uses non-GMO ingredients, and crafts exclusively plant-based, vegan, gluten-free products that are free of twelve major allergens—the “top 9” allergens as well as celery, mustard, and sulfites. There is a strong a growing demand for these types of products. According to a 2023 MarkNTel Consumer Research Report, the “allergen free” food market (referring to major allergens) will increase at a compound annual growth rate (CAGR) of around 8% in the forecast period through 2028.

Pigg loves to say that That’s it. offers "snacks without secrets," a mission she fully supports. "What I appreciate about That’s it. is the clarity of our purpose," she explains. "I’ve learned so much about nutrition, and it's refreshing to work with a product that doesn’t need a clever marketing angle in order to sell. We just need to tell consumers what we are: fruit, plus more fruit."

That’s it. began with their first products—two-ingredient fruit bars—initially selling them at farmer’s markets in the Los Angeles area. Within their first year, they made their way into Whole Foods. Although That’s it. didn’t originally target the food allergen consumer market, they quickly realized their products were a natural fit for families seeking snacks with simple ingredients and a transparent production process. This insight was reinforced by an influx of letters from appreciative consumers.

The appeal for products like these taps into the best practices of universal design, in which engaging and accommodating one population quickly reveals a benefit for all. Pigg has found that That’s it. products are embraced by unanticipated consumer populations, from parents of babies who are teething, to older customers experiencing dental sensitivity, to diabetics concerned with sugar content. They also discovered these customers are very interested in labelling language.

“Consumers today, especially the younger ones, are scrutinizing the brands that they support,” Pigg observes. “They’re struggling to make every dollar work for them, so they want to make sure that the products they purchase have the same ingredients on the front of the packaging as they do on the back.”

That’s it.’s latest products focus on "functional" benefits—meaning they offer more than just satisfying hunger—while still catering to the needs of food allergy-conscious consumers. For example, they provide a dairy-free probiotic option (probiotics are often found in dairy products like yogurt) and caffeinated bars (typically paired with dairy in shelf-stable options). "What has changed for us is the number of products and our volume of distribution," Pigg says. "What has stayed the same is that all our products contain six ingredients or less and remain free of the top allergens."

How does That’s it. earn the trust and loyalty of food allergy consumers? They carefully tailor their messaging to emphasize the importance of food allergies and the risk of anaphylactic reactions, particularly at times of the year when these topics are more prominent, like back-to-school season and food-centered holidays such as Halloween and Easter. They recognize that their messaging reaches a broad audience, including those without allergies, and that community awareness is crucial. "For many people, this deeper understanding and education can be a matter of life and death," Pigg says.

“Industries can better support food allergy consumers by reaching out to food allergy allies,” Pigg says, referring to school teachers or classmates of students with food allergies. “These are the people who need increased awareness! The food allergy community is already fully aware of the challenges they face and which brands are safe.”

“Peers can become food allergy allies,” she notes. “Whether you’re a brand or part of a different industry, that’s something we can all agree on.” Alongside incorporating food allergies into their marketing strategy, That’s it. created an initiative called “NutritionFAM,” which collaborates with over a thousand registered dietitians and nutrition professionals to embed education and discussions around food allergies.

That’s it. operates with an efficient team, which allows the company to grow and adapt quickly, resulting in significant achievements such as expanding the product line, securing placements in international Costco locations, and being featured as an in-flight snack on United Airlines. In larger companies, food allergy awareness might easily be overlooked with so many other priorities. However, at That’s it., the importance and influence of food allergy consumers are recognized at every level, ensuring it remains a core focus.

“I can’t recall a single FARE PACT meeting where I haven’t walked away with at least two valuable insights,” Pigg remarks. “Initially, I joined to be part of the community, but what I gain goes far beyond that—I often find a key takeaway that I immediately share with my team.”

She commends the Alliance meetings for their deep commitment to inclusivity, their candid discussions about what’s working and what isn’t (whether in production or marketing), and their collective determination to engage every audience. As she puts it, “These are the kinds of conversations that are invaluable to have outside of your own brand.”

For more information, visit the FARE PACT Alliance webpage or reach out to Craig Fontenot, Vice President of Institutional Advancement at FARE. Current members of the FARE PACT Alliance include 88 Acres, Applegate, CVS Health, Whole & Free Foods, LLC - Every Body Eat®, MenuTrinfo, Phil Lempert, Target, That's it., Vermont Nut Free Chocolates, Voyage Foods, and Enjoy Life Foods