Atkins News

Atkins Nutritionals, Inc. Enlists Rob Lowe as Brand Spokesperson to Drive Lifestyle Messaging

Lowe Shares How Today’s Atkins® Helps Him and Millions of People Live Happy, Healthy Lives

DENVER, CO – JANUARY 3, 2018 – Atkins Nutritionals, Inc., the leader in low carb nutrition, announced today that actor Rob Lowe is Atkins’ new brand spokesperson. Having followed an Atkins low carb approach for many years, Lowe appears in a series of broadcast, print and digital creative that reflects the benefits of a low carb lifestyle and how it’s helped him, and other people, eat and live well.

With tens of millions of people today focused on lowering their intake of carbohydrates and reducing sugars, Atkins offers a customizable eating approach regardless of whether someone wants to achieve optimal health, manage or lose weight. In the creative, Lowe discusses the flexibility of the lifestyle, noting that “this is Atkins today.”

“It all starts with how you feel on the inside, and when you feel good, you look good. Eating low carb has helped me feel and look my best,” said Lowe. “Life is too short to eat a bad protein bar, and Atkins has great tasting bars and shakes that satisfy my sweet tooth. Today’s Atkins focuses on foods that are rich in healthy protein and low in carbs and sugar. It’s a simple approach that tastes delicious and is a real way to live.”

“While people have different health goals, they all want to lead healthy lives and not feel like they’re missing out, whether spending time with family or eating a delicious meal. The new campaign follows our ‘Today’s Atkins’ creative launched this past fall and continues to show that Atkins extends way beyond a diet,” said Scott Parker, chief marketing officer, Atkins Nutritionals, Inc. “Rob is a great representative of this lifestyle, as he has followed an Atkins low carb approach for years. Rob shows that living a low carb lifestyle can be healthy, yet still allows for enjoyment of great tasting food.”

The creative treatment for the four broadcast spots includes:

“Life Well Lived” (75-second digital spot)

  • Rob explains that a life well lived is not measured in pounds and ounces. He reveals he has been living an Atkins lifestyle for years, and that he – along with millions of other people – want to live a healthy, long life. He discusses the range of fresh, delicious foods that Atkins offers to clear up the misconception that Atkins is a restrictive diet. The creative ends with people of all walks of life chiming in “this is me,” showing that an Atkins lifestyle works for them. 

“Life” (30-second broadcast spot)

  •  A shorter version of “Life Well Lived,” Rob again highlights that Atkins is not just a diet. He notes that today’s Atkins is perfect for the millions of people that want to live healthy and stay well for a variety of life reasons, including their families.

“Shake” (15-second broadcast spot)

  •  Rob talks about the temptation of a chocolate milkshake – something, he says, you do not outgrow. He explains that Atkins shakes can satisfy that craving, noting they contain quality protein, few net carbs and very little added sugar.

 “Tower of Bars” (15-second broadcast spot)

  • While Rob talks about how some people, including him, may have a “killer sweet tooth,” a tower of various Atkins bars appears on screen. The creative ends with Rob noting he doesn’t feel deprived, as Atkins bars are rich in protein and low in net carbs and sugar.

Created by Acme Idea Company of Norwalk, Conn., the national advertising campaign is an integrated mix of advertising, marketing, public relations and social media.


About Atkins Nutritionals, Inc.

Atkins Nutritionals, Inc. is a growing developer, marketer and seller of branded nutritional food and snacking products. Its highly-focused product portfolio consists primarily of nutrition bars, ready-to-drink shakes, snacks and confectionery products marketed under the Atkins®, SimplyProtein™, Atkins Endulge® and Atkins Harvest Trail brand names. Over the past 45 years, Atkins has become an iconic American brand rooted in the nutritional principles of reduced sugar and carbohydrates, with optimal protein and good fats. Atkins products are available online at and in more than 43,000 locations throughout the U.S. and internationally. To learn more about Atkins, visit