In.no.vate  \In"no*vate\, v. i.
     To introduce changes; -- sometimes with in or on.

Innovate \In"no*vate\, v. t. 

     1. To bring in as new; to introduce as a novelty.
     2. To change or alter by introducing something new; to
        remodel; to revolutionize. 

By any definition, FRUZ VENDERZ is all about innovation.