# Comprehensive Modern-Day Rebranding Initiatives It's Skinny Has Transformed to It's That Simple By Kalin Ned | Published 2026-01-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/its-that-simple References: [eatsimple](https://eatsimple.com/)  The company formerly known as It's Skinny has undergone a [comprehensive rebranding](https://www.trendhunter.com/trends/zenwise) and is now operating under the new name [It's That Simple](https://www.trendhunter.com/trends/outdoor-advocacy). The change is intended to reflect an expanded product vision that goes beyond the company's original pasta line into broader meal categories, signalled by the nationwide rollout of Rice Blends. The strategic renaming and identity refresh are designed to create a more versatile platform for future growth within the [better-for-you food sector](https://www.trendhunter.com/trends/betterforyou-snack). It's That Simple's core philosophy remains on simplicity in ingredients, preparation, and taste across all offerings. The company is sure to continue serving busy individuals and families looking to prioritize convenience in meal preparation without sacrificing taste. The rebrand includes updated packaging, a new website, and the nationwide introduction of additional products under the consolidated brand umbrella. Image Credit: It's That Simple ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 39% | Activity: 48% | Freshness: 60% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Versatile Product Expansion:** The shift from a narrow focus on pasta to a broader range of meal solutions highlights opportunities for companies to expand product lines while maintaining core brand values. - **Consumer-centric Rebranding:** Rebranding efforts anchored around simplicity and convenience underscore the increasing emphasis on aligning brand identity with evolving consumer expectations. - **Better-for-you Category Growth:** The company's strategic push into health-oriented meal solutions demonstrates the potential for innovation in the growing market for nutritious and time-saving foods. ### Sectors Adopting This - **Packaged Food Industry:** The reinvention of product lines under a unified brand suggests pathways for established food companies to rejuvenate and diversify their offerings. - **Brand Strategy Consulting:** Comprehensive rebranding efforts signify demand for expertise in designing impactful identity shifts that resonate with modern consumers. - **E-commerce and Retail:** New digital platforms and nationwide product rollouts reflect opportunities for innovation in how companies launch and distribute consumer goods. ## Related on Trend Hunter - [Convenience-Focused Meal Expansions](https://www.trendhunter.com/trends/singleserve-rice-cup.md) - [High-Protein Grocery Debuts](https://www.trendhunter.com/trends/kroger-5.md) - [Convenient Protein-Packed Meals](https://www.trendhunter.com/trends/born-simple.md) - [60-Second Pastas](https://www.trendhunter.com/trends/timewise.md) - [Better-For-You Snack Branding](https://www.trendhunter.com/trends/unique-snacks.md) - [Convenient Meal Campaigns](https://www.trendhunter.com/trends/keep-it-original.md) - [60-Second Protein Bowls](https://www.trendhunter.com/trends/better-bowls.md) - [Modernized Retailer Campaigns](https://www.trendhunter.com/trends/that-was-easy-campaign.md) - [Authentic Flash-Frozen Rice Dishes](https://www.trendhunter.com/trends/simply-so-rice.md)