Maria Rodale, the chairwoman of Rodale Inc., has sold back the "Eat This, Not That" franchise to David Zinczenko's Galvanized Brands. He had launched the brand with Matt Goulding when editor-in-chief of Rodale's Men's Health.
When Zinczenko was forced out of Rodale in late 2012, the brand stayed with the company and has sold more than 6 million copies.
But ownership of the brand has quietly changed of late. Boilerplate at the bottom of the Eatthis.com Web site changed the address from Rodale's Emmaus, Pa., headquarters to Galvanized's HQ at 2 Park Ave.
Zinczenko confirmed he had bought out his former employer, but would not disclose terms. He's been working on a variety of projects in recent years, including serving as acting editorial director of American Media and working on books that are distributed by Random House.
"Matt and I built this brand from scratch seven years ago, and I'm excited to be back at the controls," said Zinczenko.
"Galvanized now owns a brand that has changed the way Americans eat and the way restaurants do business," said Zinczenko, who is also working on opening a new restaurant, White Street, in Tribeca, next week.
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