About Us

What the fork are we all about?

Pad See Ew with It's That Simple Parpadelle Noodles

We wake up every day and fight back against the food status quo. Because we want to create a world where food works for everyone. We’re rebels with a cause—taking a stand against carbs, calories and convention without sacrificing taste. We’re your favorite foods made for the way you eat today—it really is just that simple.

We're all about konjac

It's a high-fiber root vegetable that slows sugar absorption and is gut-friendly.

We're all about simple ingredients

Vegan, non-GMO ingredients, because food should really bring joy.

We're all about the good

And none of the bad—free from gluten, glyphosate and carbs.

Why we're taking a stand on plastic

Food should be a joy for everyone – that’s our vision for the world. And there is absolutely no joy in those plastic islands drifting across our gorgeous, life-sustaining cerulean oceans – harming marine life and polluting the water. That’s why we’re proud to partner with CleanHub to help tackle plastic pollution in our oceans. By supporting plastic recovery in coastal communities, we’re helping to create a cleaner, healthier environment and a more joy-filled planet.

Meet Bryan Guadagno

The Financier Turned Food Pioneer

Bryan Guadagno’s journey from working in finance to founding a revolutionary pasta brand started with a health scare that forced him to rethink how he ate – including cutting carbs. But as a proud Italian, a diet free of the pasta he loved was a dealbreaker. So he set out to create a pasta that would love him back.

He developed It’s That Simple with partner Elad Barkan using a proprietary strain of konjac – one that would better emulate the traditional pasta noodles people love and crave. They then expanded the brand’s offerings far beyond the basic spaghetti to include fettuccine, pappardelle and, one of his own favorites, orzo.

Today, Bryan continues to evolve the brand with convenient pasta meals and a low-carb rice blend, all guided by a simple philosophy: eating better shouldn’t mean giving up the foods you love. “We’re not trying to replace pasta,” he says. “We’re a little different, we’re a little bold.”

Meet Elad Barkan

The Chef Powering Innovation

Elad Barkan didn’t just stumble into the world of food, he was practically born into it. Wanting to be a chef since he was just five-years old, he trained in the high-pressure kitchen of a 3-star Michelin restaurant in Italy, where flawless execution was expected and attention to every detail became second nature.

But beyond crafting unforgettable dishes, Elad became fascinated with the origins and science of food, making him the perfect partner for Bryan Guadagno to create It’s That Simple. Drawing on his culinary expertise, and experience with ingredient sourcing and food science, Elad helped transform konjac noodles into something more appealing.

Gone was the chewy texture, translucent color and off-putting odor. It’s That Simple used their proprietary konjac strain to create products that are as close to traditional pasta and rice as possible. The result? Good-for-you food that feels accessible and tastes delicious.