Company Profile: It's Skinny (Now "It's That Simple")
Background
It's Skinny, founded in 2020 by Bryan Guadagno, Elad Barkan, and Barb Axelson, is a food company based in Austin, Texas. The company specializes in plant-based, low-calorie pasta alternatives made from konjac, a high-fiber, low-carb root vegetable. Its mission is to provide healthier pasta options catering to various dietary preferences, including keto, gluten-free, and vegan diets. In January 2026, It's Skinny rebranded to "It's That Simple" to reflect a broader product portfolio that includes rice blends and other meal staples.
Key Strategic Focus
The company focuses on creating innovative, better-for-you food products without compromising on taste or convenience. Core objectives include expanding product lines to offer a variety of low-calorie, gluten-free, and low-carb options. Konjac flour is the primary ingredient, leveraged for its health benefits to develop products appealing to health-conscious consumers. Target markets primarily include individuals seeking healthier alternatives to traditional pasta and rice products.
Financials and Funding
As of May 2026, It's Skinny has raised a total of $9.15 million across four funding rounds. The most recent round was an unattributed venture capital investment of $3.82 million completed in June 2024. Notable investors include Silverton Partners and other undisclosed entities. The capital raised supports product development, market expansion, and operational scaling to drive long-term growth.
Pipeline Development
The product offering has expanded to include ready-to-eat pasta meals that combine the signature low-calorie, gluten-free pasta with organic cheese blends. These meals are available in three flavors: Truffle Parm, Cacio e Pepe, and Velvety Cheddar. The company continues to innovate by introducing new products aligned with its mission to provide healthier food options without sacrificing taste or convenience.
Technological Platform and Innovation
The proprietary technology centers on the use of konjac flour to create low-calorie, gluten-free pasta alternatives. This leverages konjac's high fiber content and low glycemic impact to cater to various dietary needs. The scientific methodology combines traditional pasta-making techniques with innovative processing methods to produce products that closely mimic the taste and texture of traditional pasta.
Leadership Team
- Bryan Guadagno: Co-Founder and CEO. A New York Italian with a passion for healthy food, Bryan focuses on creating products with fewer carbs and no unhealthy ingredients.
- Elad Barkan: Co-Founder and Chief Product Officer. A classically trained chef who began his career at a 3-star Michelin restaurant in Italy, Elad ensures that all products meet high culinary standards.
- Barb Axelson: Co-Founder. Specific details about Barb's professional background are not provided.
Leadership Changes
In January 2026, the company rebranded from It's Skinny to "It's That Simple" to reflect its expanded product line and broader mission.
Competitor Profile
Market Insights and Dynamics
The market for healthier, low-carb, and gluten-free food products is experiencing significant growth driven by increasing health consciousness among consumers and demand for convenient, nutritious meal options. This trend offers opportunities for It's That Simple to expand product offerings and capture a larger share of the market.
Competitor Analysis
Key competitors in the healthier pasta and rice blend market include:
- WickedGud: Offers maida-free, high-fiber, and high-protein vegan pasta alternatives.
- Wholygreens: Focuses on producing pasta with a sustainable and health-conscious approach.
- Brami: Provides lupini bean-based pasta products, emphasizing high protein and low carb content.
These competitors contribute to a dynamic and competitive landscape in the better-for-you food sector.
Strategic Collaborations and Partnerships
In April 2025, It's Skinny partnered with CleanHub to combat plastic pollution in oceans. By supporting plastic recovery in coastal communities, the company aims to foster a cleaner, healthier, and more sustainable environment.
Operational Insights
It's That Simple differentiates itself by its commitment to providing healthier food options without compromising taste or convenience. The use of konjac flour allows the company to offer low-calorie, gluten-free, and low-carb products that cater to a wide range of dietary preferences. This focus positions the company favorably within the growing market for better-for-you food products.
Strategic Opportunities and Future Directions
The 2026 rebranding aligns with the company's strategy to broaden its product line beyond pasta to include rice blends and other meal staples. This expansion allows access to a larger market segment meeting the evolving needs of health-conscious consumers seeking convenient, nutritious meals.
