#USA #Austin #Healthy Meals #It's That Simple #Pasta Brand

A Transformative Step for It's That Simple

In a bold move that promises to reshape the landscape of healthy eating, It's Skinny, the rapidly emerging leader in better-for-you pasta and rice blends in America, has officially rebranded as It's That Simple. This new identity, revealed on January 14, 2026, not only signifies a fresh start but also indicates a broadening of horizons for the brand as it aims for sustained growth in the health-conscious food sector.

Embracing Simplicity in Food

The essence of the rebranding lies in the philosophy of simplicity. Bryan Guadagno, the Co-Founder and CEO, articulated the brand’s commitment, stating, "It's That Simple gives us room to grow and reflects both our philosophy on good food and our expanding product lineup." By adopting this new name, the company seeks to extend its reach beyond pasta into rice blends and other staple foods—essentially taking the healthy cooking model that has worked for pasta and applying it to diverse meal solutions.

The central idea of the brand is straightforward: bringing good food to consumers does not need to be complicated. It's That Simple emphasizes simple ingredients, easy prep processes, and delicious outcomes, making healthy eating more accessible to the average consumer.

A Brand Evolution Driven by Market Needs

With the goal of maintaining connection with long-standing supporters while appealing to new customers, the rebranding balances familiar elements with a bold, clearer identity. Christina Downey, Head of Marketing, elaborated on this evolution, highlighting the intention to create a brand that resonates with existing customers yet positions itself for future growth. Working alongside Geletka+, a Chicago-based agency, the team focused on developing a design system that captures the essence of simplicity while ensuring the brand remains distinctive and compelling.

Exciting Developments on the Horizon

The transition to It's That Simple comes with many exciting changes:

• - A revised brand identity that will be visible across all product lines.
• - The introduction of new products, marked primarily by the nationwide rollout of rice blends, enhancing the brand’s offerings.
• - A newly designed, mobile-friendly website, eatsimple.com, dedicated to promoting simplicity and fostering social discovery.
• - An expanded presence in retail locations across the U.S.

Commitment to Health and Convenience

The rebranding places a strong emphasis on the importance of convenience in the modern kitchen. It's That Simple champions the idea that preparing wholesome meals shouldn’t feel daunting or time-consuming. Each product reflects thoughtful ingredient sourcing and preparation timelines, catering to busy individuals and families looking for nutritious yet convenient meal options.

As America's fast-growing, better-for-you pasta and rice blend brand, It's That Simple strives to create uncomplicated meal solutions that support balanced diets without overwhelming consumers with complexity.

Where to Find It's That Simple

For those eager to experience the new offerings from It's That Simple, products can be found on the new website eatsimple.com and will also be available at major retailers such as Albertsons, Ahold, Meijer, and Wegman's.

With this rebranding, It's That Simple aims not only to enrich the eating habits of its customers but also to cultivate a community that values health, simplicity, and satisfaction in choosing better-for-you foods.