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(New York, NY, January 18, 2006) ANI has appointed DZP Marketing Communications to lead the strategic development and repositioning of Atkins Advantage. DZP has designed a new national print campaign that was launched January 8th with insertions in People, Newsweek, U.S. News & World Report, Business Week, The New York Times, Life and Sports Illustrated. The campaign is designed to articulate the Atkins Advantage – a unique nutrition advantage versus the competition; high fiber, high protein, vitamins, minerals, low sugar and no trans fats.

Redefining the Atkins Brand

ANI and DZP aspire to evolve the Atkins Advantage brand to a health and wellness platform by focusing on great-tasting portable foods with a unique nutrition advantage versus the competition. The campaign theme of “What’s Your Advantage” supports a new, improved line of Atkins Advantage nutrition bars and shakes designed to appeal to the broad audience of healthy, active adult men and women.

Beth Neumann, Vice President and Chief Marketing Officer of ANI since November of 2005 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 assigned the account to DZP Marketing Communications because we believe they understand how to create consumer preference through lifestyle marketing and have the strategic and creative skill set to reach the broad audience of healthy, active adults with compelling, actionable messaging.”

In acknowledging the agency’s assignment, DZP Marketing Communications President and CEO John Barker said: “ANI is a dream assignment for almost any agency. The company has extraordinary brand recognition, industry-leading new products with strong benefits, and a clear vision of the market. Essentially, everything is aligned for very effective marketing.”

Mr. Barker continued: “The assignment of the Atkins Advantage business gave DZP the opportunity to launch a powerful new process for mapping the emotional decision matrix for target consumers. It was developed in conjunction with behavioral psychologists, and the end-result is a campaign which appears very simple, but is actually dialing in on a very deep emotional level.”

ANI, which emerged from Chapter 11 on January 10, 2006, has streamlined its operations, including paring down its product offering from 340 to 60 nutrition bars and shakes, while making significant improvements to the taste, appearance and overall quality of its Atkins Advantage products.

“Our new management has streamlined operations and built a foundation for strong financial performance, enabling us to invest in the new DZP campaign which educates consumers about the nutrition advantage of our great-tasting Atkins Advantage® bars and shakes.” said Neumann.

ANI in a commitment to innovation is introducing New Atkins Advantage Caramel Cookie Dough and Caramel Fudge Brownie bars in the United States and has been authorized at such major retailers as Wal-Mart, Target, Sam’s Club, Walgreens, Kroger, Publix, Safeway, GNC and Vitamin Shoppe. The products are emblematic of ANI’s commitment to providing improved quality, superior nutrition and great taste.

Campaign strategy

Says DZP’s John Barker: “The strategy was to respect the consumer. Atkins Advantage is a brand that makes being healthy easy. By acknowledging our role as an enabling agent, we can foster a closer relationship with consumers in a category where loyalty and preference is an opportunity.”

“Today’s consumers are better educated about nutrition than ever before; we feel Atkins Advantage provides exactly what they are looking for: better taste and better nutrition versus the competition.” said Neumann. “DZP’s insights and creative solutions have resulted in a comprehensive, integrated campaign that clearly positions Atkins Advantage nutrition bars and shakes as a superior choice.”

Barker notes: “Atkins Advantage, since the reorganization, is poised for success in the U.S. This is an extraordinary opportunity for the most pure and simple reasons. A great product. A growing audience. And a clear message.”

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.

About DZP Marketing Communications:

DZP Marketing Communications is a New York City-based lifestyle marketing and advertising agency. Founded in 2003, DZP has been named one of The HOT 100 fastest-growing new small businesses in America by Entrepreneur magazine and PricewaterhouseCoopers. With EQ Media Billings of $21 million, the agency serves a growing roster of clients including Viacom, Comcast, FX Solutions, Time Warner, Register.com, Acco Brands, Major League Soccer, Disney and Diageo.

This news release includes forward-looking statements that represent Atkins Nutritional’s expectations and beliefs concerning future events that involve risks and uncertainties that could cause actual results to differ materially from those currently anticipated