New Rice Blend and Sushi Kit Bring Better-For-You Simplicity to Everyday Meals.
ANAHEIM, CA – March 11, 2026 – America’s fastest-growing, better-for-you pasta and rice blend brand, It’s That Simple, showcased the debut of a new carb-reduced Rice Blend at Natural Products Expo West. Designed for simplicity and taste, the Rice Blend features 50% fewer carbohydrates and calories than traditional rice and brings a versatile swap to one of the most widely consumed staples in American households.
It’s That Simple’s booth featured a live chef and sushi demonstration showcasing how easy it is to reduce the carbs and calories of your favorite dishes.
“We are applying the same approach that fueled our success in Pasta to the Rice Blends.” said Bryan Guadagno, Co-Founder and CEO. “This isn’t just a product launch, it’s a modern upgrade to one of the most widely consumed staple foods. Our goal is simple: to make better-for-you choices effortless, accessible, and genuinely delicious.”
As U.S. eating habits evolve, shoppers are increasingly mindful about carbohydrate quality and overall diet patterns. Research from the International Food Information Council, shows that approximately 40% of consumers report that they are trying to limit or reduce carbohydrates in their diets. At the same time, rice remains a core staple in the American diet. Data from the USA Rice Federation shows that rice is consumed by a majority of U.S. households averaging 27 pounds per person annually. Together, these trends highlight a clear opportunity: consumers are not eliminating rice, but rather seeking improved nutritional profiles within familiar foods.
Elad Barkan, Co-Founder and Chief Product Officer, emphasized the innovation behind the development process. “We spent significant time refining the blend to ensure we achieved the right texture, structure, and flavor profile,” said Barkan. “Rice is foundational so performance mattered just as much as nutrition.”
The Rice Blends are available in 4 different variations: White Rice Blend, Brown Rice Blend, Turmeric Infused Rice Blend, and Chili Infused Rice Blend. Designed for everyday simple meals such as bowls, sides, and sushi, each blend delivers versatility.
The rice blend is currently available at retailers such as Big Y and Hannaford with continued distribution through the country. The company anticipates expanded retail distribution throughout 2026 as demand for better-for-you staples continues to accelerate.
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About It’s That Simple
It’s That Simple is America’s fast-growing, better-for-you pasta and rice blend brand. Focused on everyday staples made with clean ingredients and fast preparation, It’s That Simple creates meal solutions that support balanced eating without complexity. Shop online at eatsimple.com and at retailers nationwide including Albertsons family of stores, Ahold banners, Meijer and Wegman’s.