Elad Barkan: The Product Visionary Powering Innovation at It’s Skinny
When it comes to the consumer market, product is everything. Elad Barkan, Co-Founder and Chief Product Officer of It’s Skinny, knows this well, and it’s why he’s the creative force behind the brand’s standout portfolio of low-carb pasta offerings.
As the mastermind behind formulation, innovation, and quality, Elad has helped shape It’s Skinny into one of the most exciting, better-for-you food brands on the market.
The Product-First Mindset That Built a CPG Breakout Brand
Every great CPG brand starts with a great product! For It’s Skinny that product was a radically different take on pasta: one made with konjac, a nutrient-rich root known for its fiber content and naturally low net carbs. While many brands try to reinvent indulgent favorites, few do it with the precision and success that Elad brings to the table.
Elad’s background in product innovation, ingredient sourcing, and food science has been instrumental in transforming It’s Skinny from a big idea into a scalable, high-performing brand. He focuses on more than just functionality—he ensures every product delivers on taste, texture, convenience, and nutrition, without compromise.
Leading Clean-Label Innovation in the CPG World
As Chief Product Officer, Elad Barkan is responsible for one of the most critical aspects of It’s Skinny’s success: product formulation. His dedication to clean-label development, natural ingredients, and transparent nutrition positions the brand squarely at the forefront of modern CPG trends.
With Elad at the helm of product strategy, It’s Skinny continues to release offerings that are not only aligned with current consumer demands, but also anticipate future trends in low-carb, high-fiber, and plant-based eating.
Creating Products That Deliver—Every Time
It’s Skinny isn’t just different—it's consistent. This reliability comes from Elad's meticulous R&D process. Whether perfecting the al dente bite of the fettuccine or balancing flavors in the brand’s newest Truffle Parm Risotto, Elad ensures each product lives up to the standards of real food lovers—not just label-readers.
Thanks to his leadership, the It’s Skinny product line is now trusted by everyday shoppers, nutrition professionals, and retail buyers alike, standing out in a saturated wellness aisle.
Why Elad Barkan Is a CPG Product Leader to Watch
In a space full of buzzwords, Elad Barkan stands out as a true product innovator. His ability to bridge food science with culinary satisfaction has made It’s Skinny a go-to brand for anyone seeking smart, convenient, and delicious options in the better-for-you category.
From formulation to flavor profiles, Elad’s fingerprints are on every product. And as the brand continues to expand, his vision will remain core to everything It’s Skinny puts on the shelf.
Explore the results of Elad’s product leadership—try It’s Skinny today or follow along on Instagram and LinkedIn to see what’s cooking next.
