Great Name, Shame About...
You will be surprised to learn that Smittens is not the collective noun for my female blogging admirers. It is, in fact, a very good name for this product.
Well, it is a great name IF you understand what the product is and IF it's something people would want. The former isn't obvious from the above image on the front page of their website, while the latter would be more apparent to people if this "serving suggestion" were adorning the front page rather than being hidden a less-than-obvious click away.
The marketing mix is just that and a great name is but a small part of it.