From day one, we set out to build food that feeds people first. Food with purpose. Food that solves real problems. Food that refuses to play by outdated rules. Say ‘hello’ to It’s That Simple.

“We wanted a name that reflected not only our philosophy on good food, but also one that reflects our line of products,” said Bryan Guadagno, Co-Founder and CEO.

That line of products has expanded beyond our initial offering of pasta. We looked at other pantry staples that became hard for people to eat. Too many carbs. Or too high on the glycemic index. In 2025, we launched a line of Pasta Meals (Velvety Cheddar, Cacio e Pepe and Truffle Parm Risotto), followed by an autumn launch of Rice Blends (White, Brown, Turmeric and Chili).

“Our pasta will always be hero, but now it has company,” said Elad Barkan, Co-Founder and CPO. “Rice Blends let you build bowls, pair proteins and enjoy the dishes you love in ways that support your goals. And our Pasta Meals let you make indulgent, delicious side dishes in less than 10 minutes.”

Clearing up confusion

The new name also reflects our desire to make sure there’s no confusion among our different product lines. While our pasta is truly skinny on both carbs (zero net carbs) and calories (only 4.5 calories per serving), our rice blends are crafted differently. They have 50% fewer carbs and calories than traditional basmati rice. And our pasta meals, while low carb (five grams net carbs or less), do have between 176-240 calories depending on the flavor.

With a name built around “Skinny Pasta,” people assumed everything worked the same way. We believe our shoppers deserve clarity, not guesswork. Three incredible options. Three different carb profiles. Three different calorie profiles. All with one unified purpose: make it simple to eat what you love.

“It’s That Simple unites our entire product lineup under a promise we’ve lived by from the start,” said Christina Downey, VP of Marketing. “Real food, made with care, built from simple ingredients, all created to make everyday cooking easier for everybody.”

Simple ingredients. Simple to make. Simple to live with.

We’ve always believed simple food can be powerful. That when you choose better ingredients and honor how people actually eat, you create something that stands apart. Our Pasta and Rice Blends are ready fast and work in countless dishes. Add in our Pasta Meals to the mix and they fit the chaos of weeknights and the comfort of weekend cooking.

It’s That Simple isn’t just a name. It’s a commitment to clarity, to honesty and to removing barriers from everyday eating. It’s an open door for anyone who’s ever felt boxed in by diet rules. We’re working to build something better – one simple, purposeful step at a time.