Our Company

In early January Atkins Nutritionals emerged from bankruptcy with a new business strategy that focuses on providing great-tasting portable foods with a unique nutrition advantage to healthy, active men and women.   This is a distinct shift from its pre-bankruptcy strategy of educating the population about the benefits of controlled carbohydrate nutrition.  To support of the new strategy, ANI hired the interactive agency, Abstract Edge to re-launch its website, www.atkins.com.  The new website provides product information, nutrition education resources, and inspiration to help people achieve the nutrition advantage they need to enhance their health and enrich their lives.  In addition, a new marketing campaign, including compelling new advertising and high-impact packaging, was launched on January 8th to articulate the Atkins Advantage – a unique nutrition advantage versus the competition; high fiber, high protein, vitamins, minerals, low sugar and no trans fats. 

“The re-launch of www.atkins.com is an important commitment to providing healthy, active men and women the nutrition solutions they need.”  says Doug Stone, CEO of Abstract Edge.  “The entire ANI team has a passion for producing great tasting products with high quality ingredients that that will enhance people’s health and enrich their lives.  Their dedication is inspiring and we look forward to a continued relationship with ANI.”

Beth Neumann, Vice President and Chief Marketing Officer said: “We’ve developed sophisticated insights into the needs of the Atkins Advantage consumer, which has led to the development of higher-quality, better-tasting products with a proven nutrition advantage versus the competition. We contracted the re-launch of our website to Abstract Edge because they had the creative and strategic skill set to design compelling visual imagery, messaging and interactive tools for the broad audience of healthy, active men and women.”

About Abstract Edge:  AE (www.abstractedge.com) is a multidisciplinary design and interactive marketing firm that helps mission-driven organizations use technology to facilitate meaningful dialogues and long-term relationships with their customers. The agency provides web design, email and search engine marketing, and marketing collateral design services to  “lifestyle brands” in the travel/hospitality, beverage/nutrition, sports/entertainment, non-profit, and fashion/beauty verticals. In addition to Atkins the firm's current clients include Loews Hotels, Willow Hotels, Marriott International, Vera Wang and P&G/Clairol

About ANI
ANI is a market-leading portable nutrition foods company offering great-tasting bars and shakes under the Atkins Advantage brand that have a proven nutrition advantage versus the competition — higher protein, fiber, vitamins and minerals, low sugar and no trans fats.  Atkins Advantage nutrition bars and shakes appeal to the broad audience of healthy, active men and women who choose foods wisely to enhance their health and well-being, and are available to purchase in more than 30,000 locations throughout North America.  To see how Atkins Advantage is staking its claim as the new look of nutrition, visit the newly designed Web site at www.atkins.com.