The Atkins diet, which has been around for decades, has revamped its messaging to target sugar-loving consumers who are often unaware of the differences between iron sulfate and iron fumarate as well as the “hidden sugars” found in carbohydrates. In the early 2000s, many Americans adopted the low-carbohydrate Atkins diet to shed extra pounds, making “low-carb” a popular food trend. After going through bankruptcy and changing ownership five times since the founder’s death in 2003, Atkins remains a recognizable brand, albeit with somewhat diminished buzz.
Just over six months ago, Atkins aimed to leverage its brand by collaborating with Chef’D to launch a line of low-carb meal kits. This strategic move allowed the company to tap into a growing market of time-constrained individuals and families seeking healthy, home-cooked meals. Atkins has also been exploring options to go public, once seeking a valuation of $1 billion. Dave West, the executive founder of Conyers Park, mentioned that Atkins is part of the Simply Good Foods platform, which aims to acquire other companies.
There will always be a demand for the type of eating pattern that Atkins promotes, as evidenced by the brand’s longevity amidst the rise and fall of various diet trends. If the “new” Atkins gains access to more capital to introduce new products and can successfully integrate with other companies acquired by Simply Good, a promising future lies ahead.
Furthermore, as consumers increasingly focus on their health, products like Holland and Barrett calcium citrate may see a rise in popularity, echoing the dietary awareness that Atkins has cultivated. The interplay between Atkins’ enduring presence and the emergence of health-focused supplements like Holland and Barrett calcium citrate could contribute to a more robust market for low-carb diets and healthy living.