Strategic Growth: Why That’s it.’s Keto Certified Keto Kick Bars Set a New Standard for CPG Brands
The ketogenic diet is no longer a niche trend; it is a multi-billion dollar market segment that demands strategic engagement from consumer packaged goods (CPG) brands. With the global ketogenic diet market estimated at USD 12.45 billion in 2024 and projected to reach USD 17.48 billion by 2030 [1], the opportunity for growth is immense. The strategic move by That’s it., a well-known maker of Certified Paleo fruit bars, to launch its new Keto Kick Bars with the Keto Certified seal is a powerful case study in market-savvy brand expansion.
The Strategic Imperative: Differentiation in a Crowded Market
The original post noted that one-third of Americans are currently following a Keto or low-carb diet. This high consumer demand has led to a proliferation of “keto-friendly” products, many of which are largely undifferentiated [2]. For a brand like That’s it. to successfully enter the competitive energy bar category, a clear signal of quality and compliance is essential. This is where the Keto Certified mark provides a critical competitive edge. The certification is not merely a label; it is a trust signal that immediately communicates compliance with strict standards to the highly engaged “Keto Food Tribe” [3].
| Keto Certified Benefit | Strategic Impact for Brands |
| Instant Differentiation | Helps products get noticed and purchased first on the shelf and online, cutting through market noise. |
| Increased Consumer Trust | Acts as a powerful form of social proof, leveraging consumer heuristics to drive initial sales conversions 3. |
| Enhanced E-commerce Performance | Enables higher Click-Through Rates (CTR) by qualifying products for “keto certified” filter tags on major retail platforms 4. |
| Risk Mitigation | Certification standards often ensure the inclusion of ingredients like fiber, which mitigate common adverse effects of the ketogenic diet, protecting brand reputation and ensuring consumer satisfaction. |
That’s it.: A Blueprint for Strategic Expansion
That’s it.’s launch of the Keto Kick Bars demonstrates a clear understanding of the modern consumer. The brand recognized the community’s demand for plant-based, clean-label options within the keto framework. As CEO Mark Underwood stated, “We have been getting requests from people who are on the Keto diet or Low Carb diet to create something that they can enjoy.” By choosing to certify their new line, That’s it. has done more than just create a new product; they have created a trusted product. The Keto Kick Bars, made from only six wholesome ingredients and delivering 95mg of caffeine with just 5 grams of net carbohydrates, are a testament to the brand’s commitment to quality. The Keto Certified seal validates this commitment, transforming a product claim into a verified standard. The timing of this launch is also strategic. As experts predict a rebound in on-the-go snacking habits post-pandemic, the certified Keto Kick Bar is well-positioned to capture market share from consumers seeking healthy, verified options.
The Takeaway for Forward-Thinking CPG Brands
The success of That’s it.’s strategic move serves as a clear message to other CPG brands: in a market valued in the tens of billions, certification is the new differentiation.
The Keto Certified mark is the fastest, most effective way to:
1. Validate your product’s compliance with the rigorous standards of the ketogenic diet.
2. Build immediate trust with a discerning and loyal consumer base.
3. Unlock new retail and e-commerce channels that prioritize certified products.
Brands that are serious about capturing a significant share of the rapidly expanding keto market must look beyond simple ingredient lists and embrace the strategic advantage of certification. That’s it. has laid down the blueprint. The question is: are you ready to follow their lead and become Keto Certified?
References
[1] Grand View Research. Ketogenic Diet Market Size And Share | Industry Report, 2024-2030.
[2] Keto Certified. Keto Diet Market Trends & Growth 2018.
[3] Paleo Foundation. Why Get Keto Certified.
[4] The Keto Project. The Keto Project Launches Certification Program For Food And Beverage Brands Worldwide.
[5] Keto Certified. That’s It enters energy category with Keto Kick Bars.