As companies grow, they often reach a point where their original name no longer fits the scale or direction of their business. Rebranding is a strategic move that helps them reflect that growth, sharpen their message, and reach a wider audience. For foodtech companies, rebranding often reflects a shift from a niche offering to a broader vision – one that embraces innovation, scale, and evolving consumer needs. Let’s explore why foodtech companies rebrand and look at some successful examples.
Why Foodtech Companies Rebrand
Expanding Beyond Their Initial Niche: Many foodtech startups begin by solving a specific problem – meal delivery, plant-based alternatives, or smart kitchen appliances. As they grow and add new verticals like nutrition tracking, grocery services, or food production technologies, their original brand may no longer reflect their full scope. Rebranding helps communicate this evolution and appeal to a wider market.
Showcasing Innovation: Foodtech companies often rely on cutting-edge technology – AI-driven supply chains, vertical farming, food robotics, or lab-grown proteins. Rebranding is a chance to highlight their modern, tech-forward approach and stand apart from traditional food companies.
Connecting with Modern Consumers: Today’s consumers care deeply about where their food comes from, how it’s made, and how it fits into their lifestyle. A fresh, clear brand identity helps foodtech companies build stronger connections with audiences who value convenience, health, transparency, and sustainability.
Reflecting New Products and Services: As foodtech companies launch new product lines, enter new categories, or develop B2B solutions alongside consumer offerings, their brand often needs to evolve. A rebrand ensures that the company’s identity grows in step with its expanding scope and helps avoid confusion as the offering becomes more diverse.
Scaling into Global Markets: A name or identity that works in one region may not resonate, or even make sense, in others. Foodtech companies looking to expand globally often rebrand to ensure their name is easy to understand, culturally appropriate, and scalable across markets.
Responding to Mergers, Acquisitions, or Business Shifts: When a foodtech company merges, gets acquired, or pivots – say, from B2C to B2B – a rebrand can unify teams and messaging. It helps signal a new chapter and communicates the company’s updated focus and capabilities to the outside world.
Building Credibility and Trust: Trust is essential in the food industry, especially when it involves new technology or unfamiliar ingredients. A clear, professional brand helps convey transparency, reliability, and quality – key factors in earning consumer and partner support.
Securing the Right Domain: Startups often launch with domain names that include extra words, hyphens, or alternate extensions when their Exact Brand Match (EBM) domain name is unavailable or out of budget. This can lead to customer confusion, traffic and email leaks, and ineffective marketing. As they scale, many companies rebrand and secure an EBM domain to strengthen clarity, build trust, and deliver a better customer experience.
Rebrands in the Foodtech Industry
Clara Foods – The EVERY Company
In 2021, Clara Foods rebranded to The EVERY Company to better convey its vision of bringing animal-free proteins to everyone, everywhere.
The EVERY brand name embodies our values of collaboration and optimism, and our belief that by working together we can build a more sustainable future for everyone.
Arturo Elizondo, CEO and founder of The EVERY Company
As part of its rebrand, the company initially secured the domain TheEveryCompany.com. In 2023, showcasing its commitment to a stronger online presence and long-term brand strategy, The EVERY Company acquired the strategic-grade domain name Every.com.
Cambridge Crops – Mori
Mori is a foodtech company that uses natural silk protein to create an edible, invisible coating that extends the shelf life of perishable foods by up to two times. Originally launched as Cambridge Crops, the company rebranded to Mori in 2020 to better reflect the breadth of the technology core to its mission. The new name, Mori, is derived from Bombyx mori, the domestic silk moth that delivers the natural silk protein used in the company’s protective food technology.
We wanted our rebrand to reflect our technology’s origin in a clear and honest way. Just like honey bees make honey and beeswax, Bombyx mori makes silk.
Adam Behrens, CEO
As part of its rebrand, the company secured the CVCV domain name Mori.com. CVCV (consonant-vowel-consonant-vowel) domains are prized for their simplicity, ease of pronunciation, and memorability, making them highly effective for connecting with diverse global audiences.
Muufri – Perfect Day
Perfect Day produces animal-free whey protein from microflora to make dairy that’s identical to traditional milk. Founded in 2014 under the name Muufri, the company rebranded to Perfect Day in 2016, taking inspiration from the Lou Reed song of the same name.
Our new name was inspired by a study by dairy scientists that discovered cows produce more milk when listening to the song “Perfect Day,” by Lou Reed. For a company on a mission to make cows, people, and the planet happier, it was a perfect fit.
Perfect Day team
After the rebrand, the company initially operated on PerfectDayFoods.com and later upgraded to PerfectDay.com, boosting its online presence and improving brand accessibility.
Steak TzarTzar – Hargol
Hargol is an Israeli company pioneering the large-scale farming of grasshoppers to produce sustainable, high-protein ingredients for the food industry. Originally founded as Steak TzarTzar, the company later rebranded to Hargol after early U.S. investors found the original name difficult to pronounce. The new name, Hargol, means grasshopper in Hebrew, clearly communicating the company’s focus on producing protein from grasshoppers.
Former name was Steak TzarTzar, and, actually, everything started as a joke because steak tartare, we all know what it is. And tzartzar in Hebrew means crickets. So it started like that. And the name really caught, and people really liked it until we had our first investor from the U.S., and said we cannot pronounce tzartzar, you have to change the name. So we came up with Hargol, and that’s the name of the kosher grasshopper from the Bible.
Co-founder Dror Tamir, in an interview for Alltech
The company ensures global accessibility with its website, which can be found at the EBM domain Hargol.com.
DouxMatok – Incredo
In 2023, DouxMatok, the company behind Incredo Sugar, rebranded to Incredo to unify its identity under a single, memorable name as its flagship product gained traction and entered commercial markets.
Now that our flagship product, Incredo Sugar, has become commercially available and is gaining more awareness within the industry, we have decided to simplify our communications by unifying our identity under the name ‘Incredo’ – a single, powerful brand that will be memorable to our customers as we gear up for a period of continuous growth and commercialization.
Ari Melamud, CEO of Incredo
As part of the rebrand, Incredo secured Incredo.com, ensuring a seamless transition and reinforcing its brand strength and credibility.
Plantish – Oshi
Oshi is a foodtech company producing 100% plant-based, whole-cut salmon fillets designed to replicate the taste and texture of real fish while promoting ocean sustainability. Initially founded as Plantish in 2021, the company rebranded to Oshi in 2023 to align its identity with its global expansion goals.
By rebranding to Oshi, we are embarking on a transformative journey to position ourselves as a leading global seafood company. Our new name, which stems from the word ‘Ocean,’ represents our values and our commitment to delivering exceptional seafood products that resonate with consumers worldwide. We are dedicated to offering a sustainable and delicious alternative to conventional seafood while promoting a healthier and more environmentally friendly food system.
Ofek Ron, Co-Founder and CEO of Oshi
As part of the rebrand, the company secured the EBM domain Oshi.com, reinforcing its brand identity and supporting its global expansion.
Palo Alto Delivery – DoorDash
Did you know that DoorDash, now a leading food delivery platform, began as a small local service called Palo Alto Delivery? The rebrand to DoorDash helped the company build a bold, scalable identity that supported its vision for rapid growth and national reach.
DoorDash operates on the domain DoorDash.com, which boosts its global recognition and reinforces its professional image.
Memphis Meat – Upside Food
UPSIDE Foods is a foodtech company that produces and grows sustainable cultured meat. The company was originally founded as Memphis Meats, but in 2021, it rebranded to Upside Foods.
Our team introduced the world to cultured meat, and the evolution to UPSIDE Foods communicates our passion and potential to make our favorite foods healthier for the planet. Our new name showcases the work we are doing to make eating meat a force for good.
Uma Valeti, CEO and founder of UPSIDE Foods
Along with the rebrand, the company secured the EBM domain UpsideFoods.com, strengthening its brand presence and online accessibility.
Zipongo – Foodsmart
Foodsmart provides a digital nutrition platform that combines personalised dietary recommendations with meal planning and grocery tools to help individuals improve their health outcomes. The company was originally known as Zipongo, but rebranded to Foodsmart in 2020, as the original name often confused users and did not clearly communicate the company’s focus. The new name was chosen to clearly communicate the platform’s purpose: helping people eat healthy food in a smart way.
This is a name that, unlike Zipongo, doesn’t need extra explaining: it is a product that helps you eat healthy food, and to do so in a smart way.
Foodsmart team
Foodsmart has invested in Foodsmart.com, ensuring a strong digital presence and accessibility for users.
Zomato – Eternal
Indian food and grocery delivery platform Zomato has announced a major corporate rebrand, changing its parent company’s name to Eternal Ltd. The move reflects the company’s transformation into a multi-brand organisation, now encompassing Zomato, Blinkit, Hyperpure, and District.
The name “Eternal” was initially used internally after the Blinkit acquisition to distinguish between the company and the Zomato brand/app. CEO Deepinder Goyal explained that with Blinkit becoming a significant driver of the company’s future, it was time to publicly adopt a new identity.
When we acquired Blinkit, we started using “Eternal” (instead of Zomato) internally to distinguish between the company and the brand/app. We also thought that we would publicly rename the company to Eternal, the day something beyond Zomato became a significant driver of our future. Today, with Blinkit, I feel we are there. We would like to rename Zomato Ltd., the company (not the brand/app), to Eternal Ltd. –
Deepinder Goyal, CEO
Goyal described Eternal as more than just a name – it represents the company’s long-term mission and values.
Eternal is a powerful name, and to be honest, it scares me to my core. It is a tall order to live up to. Because ‘Eternal’ carries both a promise and a paradox. True permanence isn’t built on bold claims of invincibility or the swagger of success. It is forged in the quiet understanding that our immortality stems from our mortality — because the day we think we will last forever simply because we declare it, we begin our end.To work at Eternal will be to wake up every day knowing that our forever is earned in moments of self-doubt, in acknowledging our limitations, in our constant hunger to be better than we were yesterday. This isn’t just a name change; it is a mission statement. A reminder etched into our identity that we will endure — not because we are here, but because we need to get there.
Deepinder Goyal, CEO
The corporate website can now be found at Eternal.com. Dictionary word .com domains are highly valuable because they are easily recognisable globally, memorable, and convey authority.
Domains Names in the Foodtech Industry
Our recent analysis of 220 foodtech companies reveals a strong preference for the .com domain extension, with 89.5% (197 out of 220) choosing .com for their online presence. 75% (165) have secured Exact Brand Match (EBM) domain names. These insights show that companies prioritise easy access for users, strong brand recognition, and a seamless online experience. Choosing a strong, memorable domain helps build trust, supports marketing efforts, and sets the foundation for long-term growth.
Lessons for Foodtech Entrepreneurs
Building a strong brand starts with choosing the right name – one that captures your mission, connects with your audience, and supports long-term growth. Here are key lessons foodtech founders should keep in mind when naming or rebranding their company:
Reflect Evolving Offering: Your name should reflect not just what you do today, but where you’re headed. As your company grows and expands into new areas, a flexible name ensures your brand stays relevant and adaptable over time.
Ensure Global Appeal: Choose a name that works across markets and cultures. Avoid niche terms, regional references, or overly technical names that might limit your reach. A universal, easy-to-pronounce name helps you connect with a wider audience and scale more easily.
Prioritise Simplicity and Memorability: Strong brands often have names that are simple, clear, and easy to remember. Complicated or lengthy names can confuse customers and weaken brand recognition. A short, memorable name supports trust and spreads more easily through word of mouth.
Align with Your Brand Vision: Your name should reflect the experience you aim to deliver and the values your brand represents. Whether you focus on innovation, sustainability, health, or convenience, your name should reinforce your positioning in the market.
Think About Legal Protection Early: Before committing to a name, ensure it’s legally available and doesn’t infringe on existing trademarks. Early legal checks can prevent costly issues later and give you the freedom to grow without obstacles.
Secure the Right Domain: Your domain name plays a big role in how people find and remember your brand. Securing an Exact Brand Match (EBM) domain name boosts credibility, supports online visibility, and creates a smooth, trustworthy experience for customers. While settling for a compromise domain might seem easier in the beginning, it can cause confusion, lost traffic, and brand inconsistency down the line. The right domain is an investment in long-term growth.
Is It Time for a Rebrand?
A name that once fit your early product or focus might no longer serve your growing brand. If your current name feels limiting, outdated, or disconnected from your audience, it may be time for a change.
Rebranding can help you realign your identity, clarify your message, and support your next stage of growth.
Need help deciding? Check out Thinking of Rebranding Your Business? 12 Signs That It’s Time for guidance on when to consider a rebrand.
The right domain name is an important consideration when it comes to building and protecting your brand. If you’re ready to take the next step and invest in a perfect domain name for your business, contact us to learn more about our available options and how we can help you get started.
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