eDiets.com thinning down

CLEARWATER — As Seen On TV Inc. announced its eDiets.com Inc. subsidiary is selling its fresh and frozen meal delivery business assets to Chefs Diet National Co. LLC for $1.1 million.

In a letter to shareholders, Ronald Pruett Jr., As Seen On TV's CEO, says the firm was repositioning eDiets as a primarily digital business. The company plans to unveil a different eDiets over the next few weeks.

“The sale of our meal delivery operation to a fine partner like Chef's Diet National serves our customers well and allows us to expand our promising digital platform,” Pruett Jr. says in a news release.