Atkins kicks off 2011 marketing campaign
DENVER — Looking to inspire weight loss among consumers, a maker of weight-management products is kicking off a new multiplatform marketing campaign.
Centered around Atkins’ free weight-loss kit — which includes the quick-start guide, chef recipe booklet, sample two-week induction meal plan, pocket carb counter with acceptable foods lists, $3 book rebate for the bestselling "The New Atkins for a New You" and three free Atkins bars — the new campaign will include advertising, online initiatives and a unique chef recipe program.
Additionally, actress Courtney Thorne-Smith once again is joining the campaign as Atkins’ spokewoman.
Monty Sharma, Atkins Nutritionals CEO, said the company’s campaign builds off its success in 2010. "The Atkins kit is unique in that it offers all the key information about Atkins for free, while providing consumers with practical tools, such as three free bars and a quick-start guide, to launch people on their weight-loss journey," Sharma said.
Helen of Troy acquires Kaz business
EL PASO, Texas — Helen of Troy Limited last month entered into a definitive merger agreement to acquire the business of Kaz for $260 million in cash, subject to certain closing working capital and other adjustments. Kaz manages the Vicks and Braun brand names under license from Procter & Gamble, Honeywell under license from Honeywell and its owned brands, Stinger, SoftHeat and Kaz. Kaz sales for the ensuing 12 months ending Dec. 31, 2011, are expected to exceed $400 million, Helen of Troy stated.
Obesity epidemic feeds weight-loss product sales
Sales of diet-aid and weight-loss solutions for the past year have been relatively flat, but a confluence of factors — childhood obesity approaching “epidemic” status combined with the real need to reduce escalating healthcare costs connected to obesity — could become a real driver behind weight-loss products in the coming year.
Overall, sales of weight-control products (tablets and liquid) totaled $1.2 billion, up 0.2%, for the 52 weeks ended Oct. 31, 2010, across food, drug and mass outlets, according to SymphonyIRI Group. Two of the more notable up-and-coming brands within diet aid include a company parlaying its ready-to-eat cereal brand heritage into total weight-loss solutions and one of the TV fitness gurus from the popular weight-loss reality show “The Biggest Loser.”
Kellogg’s has posted 12.7% growth, reaching sales of $292.2 million, across three SKUs: Kellogg’s NutriGrain bars and Kellogg’s Special K protein shakes and bars. And Basic Research has helped establish its Jillian Michaels line of weight-loss solutions as the No. 2 diet aid on the shelf behind GlaxoSmithKline’s Alli.
According to the Centers for Disease Control and Prevention, the prevalence of obesity among children ages 6 years to 11 years increased from 6.5% in 1980 to 19.6% in 2008. The prevalence of obesity among adolescents ages 12 years to 19 years increased from 5% to 18.1%. Recent research published in the journal Childhood Obesity affirmed the link between overweight children and the increased risk of obesity, heart disease, Type 2 diabetes and other cardiovascular and metabolic disorders in adulthood.
The article above is part of the DSN Category Review Series.
For the complete Weight-Control Buy-In Report, including extensive charts, data and more analysis, click here.