Dive Brief:

• GRILLiT, Inc.announced that it has changed its name to Healthy & Tasty Brands Corporation, with a new corporate web address at http://www.handtbrands.com.
• The name change is intended to reflect the company's broadening corporate vision that includes acquisitions of interests in health-conscious, premium foods suppliers, restaurant franchises, and other synergistic entities within the expanding health and natural foods sector.
• The company will continue to operate GRILLiT as a wholly owned subsidiary, which will carry out its restaurant operations and franchise development plan.

Dive Insight:

The company's CEO, Ghazi Hajj, stated, "We believe that this plan will allow us to take advantage of the many emerging opportunities that are being created in our industry right now. The market place is realizing that healthy food can be individualized, taste great and served quickly while being reasonably priced." Clearly, the powers that be at the company recognize the trend of promoting a food's health benefits to appeal to customers. While some brands are finding it difficult to compete with the lower prices of many bargain brands available, appealing to shoppers looking for something better for them is a way to stand out. It has proved a successful strategy for companies like Inventure.