What's in name? Quite a bit, according to officials at The Inventure Group, Inc.

Having started out in specialty snacks, this Phoenix-based firm has since expanded into other fields, including frozen fruit products. It is the parent to Rader Farms, Lynden, Wash.

Now the company plans to go by the name Inventure Foods Inc.

"It was important to retain the Inventure name, derived from "innovative" and "new venture," as those attributes are core to our success and continued leadership in introducing products that are 'intensely different," said Terry McDaniel, chief executive officer. "We've narrowed our focus over the past several years from a diversified holding company to a food maker and marketer, and our new identity captures our passion for creating specialty food products that are innovative and delicious."

McDaniel says Inventure Foods will better identify the company's unique portfolio of healthy, natural and specialty food brands and reflect the breadth of its mission of creating a more diversified assortment of innovative food products. The change will not impact the existing corporate structure of the organization.

As part of the name change, the Company's website and email domain will be changing to www.InventureFoods.com. The Company's shares will continue to trade under the ticker symbol "SNAK".

With manufacturing facilities in Arizona, Indiana and Washington, Inventure Foods is a marketer and manufacturer of specialty brands in better-for-you and indulgent categories under a variety of company owned and licensed brand names, including Boulder Canyon Natural Foods (tm), Rader Farms(r), T.G.I. Friday's(r), BURGER KING(tm), Jamba(tm), Poore Brothers(r), Tato Skins(r) and Bob's Texas Style(r).