ATKINS NUTRITIONALS INCORPORATED:
The Name that Forever Changed the Diet Industry is Set to Lead the Weight Management Category Again
When the Journal of the American Medical Association ranked the Atkins™ plan as the #1 approach for overall weight loss in a 2007 NIH funded study, the announcement marked the storied turnaround and comeback of one of the diet industries most powerful and controversial names. The results of a two-year study, released on July 17th, 2008 in The New England Journal of Medicine, comparing a low-carbohydrate diet like the Atkins Nutritional Approach™ with Mediterranean and low-fat diets, found that low-carbohydrate diets are more effective in achieving weight loss than the other diets, and supported cardiovascular health with favorable cholesterol and cholesterol profile results. The name Atkins evokes as much emotion within industry circles as it does consumer trust, loyalty and an image of results. Today, an astonishing 44 percent of Americans are at some level on a reduced carbohydrate diet — largely thanks to Atkins. In a matter of months, the company has regained its footing as a major force in the weight control industry through new ownership, new leadership, a headquarters move to Denver, a product line reformulation, and creation of a multi-disciplinary Science Advisory Board of the nation’s most respected researchers – all since emerging from Chapter 11 bankruptcy protection in January of 2006. Founded in 1989 by Dr. Robert C. Atkins as a platform to promote the diet and Atkins products, Atkins Nutritionals Incorporated has reemerged as a key player in the $2.4 billion dollar weight control nutrition category, largely because consumers have found that the Atkins Nutritional Approach™ really works offering a powerful lifetime approach to weight loss and weight management. Considered revolutionary when first introduced, Atkins is a healthy diet of reduced levels of refined carbohydrates and sugar, leafy greens, vegetables, nuts, fruits and higher fiber and protein. This way of eating allows the body to burn more fat and work more efficiently while feeling less hungry, more satisfied and energetic.
Today, the company is led by CEO Monty Sharma, a recognized national business figure in the health, wellness and nutrition industries. Having already successfully led EAS and Naked Juice, Sharma and his seasoned team are on a mission to re-introduce consumers to the efficacy of the Atkins Diet and re-launch the company’s bars and shakes under the new brand campaign, Sweet. Sexy. Science. Atkins’ marketing campaign is expected to fuel the company’s aggressive growth goals, increasing Atkins revenues by 50 percent in the next three years.
In order to continue to lend additional industry credibility and outreach to consumers about the growing body of research highlighting the health benefits associated with the Atkins Nutritional Approach, Sharma introduced a multi-disciplinary Science Advisory Board, led by Chairman Dr. Steven Phinney and organized by Colette Heimowitz M.Sc. The group, which includes some of the nation’s leading research experts, works to advise Atkins on the latest scientific findings and medical studies that investigate the safety, efficacy and nutritional value of the Atkins Nutritional Approach. Each member of the board is an independent researcher who provides ongoing expert counsel to Atkins as the company continues to create innovative products to help consumers achieve success on their weight loss journey.
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.