Eyeing the Better-for-You Market

By A.J. Flick, Senior Editor, aj_f@oser.com

Adam Kukoff wanted to make a nutritious yet tasty treat, like the ones his grandfather Max made when he was growing up.

Nutsola co-founder Adam Kukoff and a variety of better-for-you products.

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Adam Kukoff

“I never said to myself, ‘I’m going to be a food entrepreneur creating better-for-you products,” said Kukoff, co-founder and CEO of Nutsóla, a fast-growing company that produces clean ingredient superfood snacks.

Lior Lewensztain, with a background in medicine, was disheartened to hear that one-third of Americans don’t get the recommended amount of fruit daily. “That was the genesis for the concept of a fruit bar,” said Lewensztain, founder and CEO of That’s It., which makes clean ingredient fruit bars, Keto Kick coffee energy bars and other snacks.

Kukoff and Lewensztain are among the numerous entrepreneurs building momentum for the better-for-you movement that promotes simple, limited ingredients in functional food and beverages across all food categories.

Subscribe today to  read the rest of the story in the January issue of Gourmet News.