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NEW YORK (Nov. 9, 2006) – The 33 million households buying nutrition bars and shakes* can benefit from knowing that nutrition bars are not created equal.  While many nutrition bars are portable nutrition power houses, a few popular bars have as much or more sugar than a doughnut.  However, most consumers do not know this fact, according to a recent survey of 1,000 Americans on nutrition topics commissioned by Atkins Advantage® nutrition bars, and conducted by Kelton Research.   

“Even with products in a healthy category, like nutrition bars, consumers must read labels to make the right choice based on their nutrition philosophies and lifestyle needs,” said Colette Heimowitz, Atkins Nutritionals, Inc., Vice President, Nutrition Communication & Education.  “People who run marathons have different sugar requirements than those running to a meeting. Many nutrition bars are low in sugar and include high protein and fiber, and vitamins and minerals.  Others are packed with sugars.”  

Nutrition Bars: A Wide Range of Nutrition Content

When asked which in a list of food items has the most sugar, 50 percent of consumers incorrectly identified a Krispy Kreme® glazed doughnut as having the most sugar.  In reality, a PowerBar Performance top-selling** Chocolate bar (18g of sugars) and Clif Bar’s top-selling** Crunchy Peanut Butter (18g of sugars) tip the sugar scale more than a Krispy Kreme glazed doughnut (10g of sugars). Conversely, all the Atkins Advantage® bars are lower in sugar, each having 3g or less of sugar. 

 “Nutrition bars have a wide range of nutritional content -- sugars, protein, fiber, calories and fat --  and each individual has unique nutrition needs,” said Heimowitz.  “For some people, eating sugar means they experience a ‘sugar spike and crash.’  Energy levels drop, and they feel hungry sooner.”

Representative Nutrition Bars:

America’s Struggle with Sugar

Of the many nutrition factors Americans monitor, sugar is creating a sweet stir.  Not only did consumers in the survey rank it, along with calories and fat, in the top three most important things to look for on a nutrition label, they also ranked eating less sugar as the number one most difficult healthy habit to practice in relation to nutrition.   

Of those who said eating less sugar was the most difficult healthy habit to practice, many cited not liking the taste of healthy foods (42 percent) or not having the knowledge of how to follow this practice (18 percent) as the reasons why.

“We want to show consumers that better nutrition can taste great,” said Heimowitz.  “People can choose low sugar without sacrificing great taste.  All Atkins Advantage nutrition bars have lower sugar than most brands and are packed with protein and fiber, yet they taste great and rank among the top-selling bars.” 

About the Survey

The survey was conducted between Oct. 19, 2006, and Oct. 24, 2006 by Kelton Research, a leading full-service firm.  The online national survey polled 1,000 nationally representative Americans, ages 18 and older, using seven questions on nutrition topics.  The survey has a margin of error plus or minus 3.1 at a 95 percent confidence level. 

About Atkins Advantage Nutrition Bars

Atkins Advantage offers great-tasting bars and shakes that have a nutrition advantage – high 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 for purchase in top retailers throughout North America.  To see how Atkins Advantage is staking its claim as the new look of nutrition, visit www.atkins.com.

*ACNielsen Homescan: Year ending May 05/27/06

**ACNielsen, FDMx; Latest 13 weeks ending 10/28/06

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Lisa Harris

CRT/tanaka

646-218-6022

lharris@crt-tanaka.com