ATKINS STARTED A DIET REVOLUTION – NOW THE COMPANY IS DOING IT AGAIN THROUGH SCIENCE, NEW PRODUCTS AND A NEW MANTRA: “SWEET. SEXY. SCIENCE.”

DENVER (May 29, 2008) –Atkins™, the name that turned the nutrition world on its head and sparked the biggest single shift in American eating habits with its advocacy of reduced levels of refined carbohydrates and sugars, continues to affect American eating habits today. In fact, according to study findings, 44 percent of adults continue to limit their carbohydrate intake as a healthy lifestyle.

This June, the company that changed millions of lives through its enduring diet of reduced levels of refined carbohydrates and sugars, reintroduces itself through its boldest marketing initiative yet, one that captures just how pervasive, effective and substantive the Atkins Nutritional Approach™ has become in people’s lives.
“Sweet. Sexy. Science.” is Atkins’ campaign that builds on its broad name recognition to draw attention to the new currency behind the concept that today goes far beyond counting carbs. A proliferation of new and credible scientific studies support the Atkins approach that leads to strong weight loss success. To help time-crunched consumers achieve weight loss success, Atkins is also introducing better tasting, reformulated products.

Science. JAMA and other studies provide conclusive proof Atkins works.

Over the past two decades, the scientific community has continued to validate the Atkins approach to successful weight loss. Specifically, the March 7, 2007 Journal of the American Medical Association published a 12-month, randomized trial of 311 overweight women funded by the National Institutes of Health. The participants were assigned to four diets representing a spectrum of low-to-high carbohydrate intake for effect on weight loss and metabolic variables.
The study showed that Atkins led competitors in numerous categories after one year, including Body Mass Index (BMI), body fat percentage, waist-hip ratio and high-density lipid (HDL) cholesterol. Overall findings showed that Atkins was the only diet that stood out as statistically significant, delivering the strongest results in total weight loss with the most beneficial metabolic affect. The study also dismissed concerns that low-carbohydrate diets will adversely affect blood lipid levels and cardiovascular risk.
In addition to the 50 plus studies that already support the science behind Atkins, the company has assembled a multi-disciplinary Science Advisory Board whose members are researchers in the fields of nutrition, metabolism, physiology and food science. These experts will conduct independent cutting edge research as well as explore other emerging scientific studies that continue to back Atkins as a healthy, sustainable way to achieve and maintain ideal body weight while reducing risk factors such as high cholesterol and hypertension and treating diseases such as diabetes and epilepsy.

Atkins CEO, Monty Sharma believes scientific evidence will be the company’s overwhelming long-term advantage. “People know Atkins works, that it creates dramatic weight loss – as much as 15 pounds in the first two weeks,” says Sharma. “What we’re going to prove is Atkins provides the roadmap to weight loss that has significant health benefits. And we have strong science out there to support us.”

Sweet. Atkins introduces better-tasting, nutrition-packed products

This summer, Atkins introduces reformulated bars and shakes, marketed under the family names Advantage, Day Break and Endulge. These grab-and-go snacks, many of which have been reformulated for superior taste and texture, are perfect options for consumers to enjoy when following the Atkins Nutrition Approach. As new findings come out regarding the impact of net carbs on blood sugar levels, good versus bad fats and an increased focus on caloric intake, the Atkins line offers a stronger nutrition profile and the optimal mix of key nutrients – more protein, fiber, vitamins and minerals and reduced levels of refined carbohydrates and sugar and no trans fats.
According to the company’s Vice President of Education and Nutrition Communication, Colette Heimowitz, the nutrition profile and taste of these new products is a crucial element of the Atkins Diet™ success. “Traditional diets eliminate or severely limit sweets, which people tend to crave,” says Heimowitz. “Our products fulfill this desire, while actually supporting the dieter with high protein, high fiber, high nutritional value and a low number of net carbs – the carbohydrates that affect blood sugar levels and lead to weight gain.”

Sexy. Advertising motivates dieters to lose weight and feel sexy 

Atkins will also kick off a national print advertising campaign to remind consumers about the positive, healthy body image and confidence that come as a result of successful weight loss. “Feeling sexy is the benefit that consumers receive by following the Atkins program,” says Jennifer McGhee, Vice President of Marketing, who points out the word means more than simple physical attractiveness.

Atkins is bringing all of these elements together to provide a delicious and nutritious way to help busy consumers reach their weight loss and weight management goals. As part of the company’s overall outreach, Atkins will also be working to motivate consumers to lose weight by issuing a weight loss challenge to several of the cities listed in the Men’s Fitness annual “Fattest and Fittest Cities in America Report.” As part of this effort, Atkins will be holding a series of special educational events, sampling opportunities and work with key officials in each city to inspire success. For more information about the diet and where to purchase Atkins products, visit www.atkins.com.
“We believe that offering consumers the resources to succeed in achieving their weight loss goals will not only make them excited about the way they look, but enhance their overall self-confidence, making them feel sexier than ever.”

Atkins is bringing all of these elements together to provide a delicious and nutritious way to help busy consumers reach their weight loss and weight management goals. As part of the company’s overall outreach, Atkins will also be working to motivate consumers to lose weight by issuing a weight loss challenge to several of the cities listed in the Men’s Fitness annual “Fattest and Fittest Cities in America Report.” As part of this effort, Atkins will be holding a series of special educational events, sampling opportunities and work with key officials in each city to inspire success. For more information about the diet and where to purchase Atkins products, visit www.atkins.com.
ABOUT ATKINS NUTRITIONALS, INC.

Atkins Nutritionals Inc., a leading player in the $2.4 billion dollar weight control nutrition category, offers a powerful lifetime approach to weight loss and weight management.  The Atkins Nutritional Approach focuses on a healthy diet with reduced levels of refined carbohydrates and refined sugars and encourages the consumption of lean protein, fiber, fruits, vegetables and good fats. Backed by research and consumer success stories, this approach allows the body to burn more fat and work more efficiently while helping individuals feel less hungry, more satisfied and more energetic.
 
Atkins Nutritionals Inc. manufactures and sells a variety of nutrition bars and shakes designed around the nutrition principles of the Atkins Diet. The Atkins line of products appeal to a broad audience of both men and women who want to achieve their weight management goals and enjoy a healthier lifestyle. Atkins products are available in more than 30,000 locations throughout the U.S. and internationally. For more information, please visit www.atkins.com.
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Disclaimer: Nothing contained on this Site is intended to provide health care advice. Should you have any health care-related questions, please call or see your physician or other health care provider. Consult your physician or health care provider before beginning the Atkins Diet as you would any other weight loss or weight maintenance program. The weight loss phases of the Atkins Diet should not be used by persons on dialysis or by pregnant or nursing women.