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New Atkins revamps product packaging in move towards mainstream grocery category

Published 04 February 2016

New Atkins Nutritional Approach, the market leader in the weight management bar category, unveils a fresh new look in an effort to move the brand range into the mainstream grocery category.

The new packaging across the full range of Atkins products segments the range into meal components, snacks and treats to support a low carb, low sugar lifestyle.

Currently available in supermarkets, pharmacies nationwide and online, the packaging has been streamlined to help consumers select products to suit their nutritional needs for every eating occasion, making the range more accessible.

In single bars specifically, the new packaging offers clearer positioning for the convenience sector and the on-the-go consumer, for both those following an Atkins diet and those who maintain a low carb diet.

Featuring cereal, pasta, bars, shakes, crackers and cookies, the range continues to grow into 2016 with Crispbreads as the latest addition, the first product to showcase the new packaging.

Brand Manager of Atkins UK, Mia Gambrell, explains: "The New Atkins product range was previously sub-branded in line with different phases of the Atkins nutritional plan. In a move to open the range up to those not necessarily following the Atkins diet but opting for a low carb lifestyle, the packaging has been simplified to clearly highlight nutritional information and functional benefits.

"Our aim is to offer the best tasting range of convenient Low Carb products for every snacking and meal occasion, to help low carb consumers to reach their weight, fitness and health goals."

Source: Company Press Release