DENVER Atkins Nutritionals is poised to make a comeback into the nutritional bar scene, the company announced last month at the ECRM Vitamin, Diet & Sports Nutrition conference in Destin, Fla.
The message has evolved from a low-carb position to one of “more protein, more fiber and less sugar” than competing brands, company representatives informed Drug Store News. And while the company is not abandoning its low-carb position, the new campaign message is expected to appeal to consumers already aware of Atkins brand identity. $20 million in consumer ad support through 2008 won’t hurt, either.
The company has pieced together a card comparing sugars, protein and fiber found in Atkins versus the leading brands—including PowerBar, Clif Bar, ZonePerfect and Slimfast. In each case, Atkins has less sugar and more protein and fiber.