Atkins Picks Rob Lowe As New Spokesperson, Revamps Line

Jan. 4, 2018 - Think lifestyle, not diet this year, says Atkins. The brand famous for cutting carbs to lose weight wants to tap the increasing number of Americans who are focused on improving their health instead of simply dieting.

Atkins picked actor Rob Lowe, from NBC's "Parks and Recreation," as the face of its latest campaign. He's the first male to represent the brand and is someone who has managed his weight with Atkins for years.  Men account for 30 percent to 40 percent of Atkins Nutritionals' customers, while only 10 percent of Weight Watchers customers are men.

Last summer Atkins was acquired by Conyers Park Acquisition to form Simply Good Foods. The firm has been trying to revamp its image to attract more people, adding a plan that allows 40 grams of carbs per day, in addition to the classic 20-grams-per-day regimen. Last month, it introduced a 100-carb-per-day option in its latest book "Eat Right, Not Less."

Atkins has also redesigned its packaging on its bars and shakes to make the brand imagery "more contemporary".

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