The Norfolk Eating Disorders Association has changed its name to Eating Matters in a bid to raise its profile and raise more funds.
Jane Witt, chief executive of the charity, which supports people with anorexia, bulimia, compulsive or binge eating disorder and other eating issues, said the term eating disorder also carried negative connotations.
"We want to raise our profile and attract more funds," she said. "We wanted to be more positive in our outlook. Eating issues also relate to people who have emotional overeating, which results in obesity."
The charity, which had an income of just over £100,000 in 2010/11, wants to expand its work by helping more young people, although it will remain focused on Norfolk, she said.
"This is a huge issue that is not going to go away," said Witt. "If we don’t work with people through early intervention, the eating disorder can develop into a physical condition that can take five or seven years to help.
"With the bureaucracy of the NHS and difficulties with funding services, we are finding we are becoming more and more in demand."
Witt declined to reveal how much the rebrand cost the charity, but said the logo was designed by a graphic designer who donated his services.
The charity’s website is due to be redesigned and relaunched in coming months.