GETTING OFF THE DIET ROLLERCOASTER IS EASY, FAST AND FREE WITH ATKINS

Atkins Launches 2011 Marketing Campaign With Free Weight Loss Kit, Digital Initiatives & New Chef Program

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DENVER, CO. (January 4, 2011) – Atkins™ Nutritionals, Inc., with its market-leading, weight-management products, introduced a new multi-platform marketing campaign to help consumers interested in quick weight loss—losing up to 15 pounds in two weeks—or a healthy way of eating that will satisfy them for a lifetime. Centered around a free Weight Loss Kit introducing consumers to the approach, the campaign includes robust advertising, online initiatives, and a unique chef recipe program. 

The Atkins free Weight Loss Kit provides a concise yet compelling introduction to the low-carb eating plan. “The Atkins kit is unique in that it offers all the key information about Atkins for free, while providing consumers with practical tools, such as three free bars and a Quick-Start Guide, to launch people on their weight loss journey,” said Monty Sharma, CEO of Atkins Nutritionals, Inc. “We’re building off our company’s strong success in 2010, when we sent out over 500,000 weight loss kits and 1.5 million bars to consumers interested in trying the Atkins Diet.”

The Atkins Weight Loss Kit includes the quick-start guide, chef recipe booklet, sample two-week induction meal plan, pocket carb counter with acceptable foods lists, $3 book rebate for the bestselling The New Atkins for a New You, and three free Atkins bars. Consumers are directed to call 1.888.8ATKINS1.888.8ATKINS or visit Atkins.com to register for their free Weight Loss Kit and three free bars.

Complementary 2011 Atkins marketing activities include:

Advertising

Atkins will run a national TV, print, and online campaign touting the “Lose up to 15 pounds in two weeks” tagline and promoting the free kit. In the television commercial, a celebrity spokesperson further inspires viewers by stating, “Eleven years ago, I got off the diet rollercoaster and made Atkins my lifestyle. You can too.” In addition to the media campaign, consumers will interact with Atkins in store through a national retailer floor talker program, in pack coupons, and FSIs throughout the year.

Dynamic Web Site

Atkins.com will continue to be a leading web site for consumers looking to lose and manage their weight. In 2011, Atkins.com will have expanded tools, recipes, and support features available for free. Interactive tools will help users track their progress and plan their weekly meals. Users will be able to interact with nutritionists and experts for motivation, questions, and support needs.

Atkins Chef Recipes: A World of Choices from Our Leading Chefs

To attract new consumers to the program, Atkins has tapped the culinary expertise of five leading professional chefs: Mike Isabella, former Top Chef contestant and owner of Washington D.C’s soon-to-open Grafiatto restaurant, Ian Clark of Centro Latin Kitchen & Refreshment Palace in Boulder, Colorado, Mark Reinfeld, founding vegan chef of Blossoming Lotus in Portland, Oregon, Lynn Rinaldi of Paradiso in Philadelphia, and Simpson Wong of New York City’s Café Asean. Each chef has created delicious low-carb recipes exclusively for Atkins consumers, making it clear that low-carb food can be tasty, remarkably varied, and simple to make. Drawing from Mediterranean, Latin, vegan, Italian, and Asian culinary traditions, the chef recipes demonstrate that Atkins is budget-friendly and can be customized to personal taste preferences. Within the program, the celebrity spokesperson also shares some of her favorite quick-and-easy low-carb recipes. All chef recipes, along with hands-on preparation advice via videos, are available in Atkins marketing materials and on the dedicated Atkins chef web site, www.AtkinsChefRecipes.com.

About Atkins Nutritionals, Inc.

Atkins Nutritionals, Inc., is a leading player in the $2.4-billion weight-control nutrition category, and offers a powerful lifetime approach to weight loss and ongoing weight management. The Atkins Diet™, also known as the Atkins Nutritional Approach™, focuses on a healthy diet with reduced levels of sugar and other refined carbohydrates and encourages the consumption of adequate protein and good fats, along with high-fiber vegetables, fruits and other whole foods. Backed by research and consumer success stories, this approach allows the body to burn more fat and work more efficiently while moderating hunger and enhancing satisfaction and energy level.

Atkins Nutritionals, Inc., manufactures and sells a variety of nutrition bars, shakes and other foods designed around the nutritional principles of the Atkins Diet. The four Atkins product lines, including Advantage®, Day Break™, Endulge™ and Cuisine™, 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, visit 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.