Rebecca Wright01.10.06
Atkins Nutritionals, New York, NY, recently emerged from bankruptcy. The company completed its Chapter 11 reorganization and has introduced a new business strategy that focuses on providing great-tasting portable foods with a unique nutrition advantage to healthy, active men and women. This is a distinct shift from its pre-bankruptcy strategy of educating the population about the benefits of controlled carbohydrate nutrition.
"We are pleased to have accomplished so much in five months," said Mark S. Rodriguez, president and chief executive officer since June 2005. "Our new management has streamlined operations and built a foundation for strong financial performance, enabling us to invest in educating consumers about the nutrition advantage of our great-tasting Atkins Advantage bars and shakes."
To support its focus on convenient, portable and nutritious food products, ANI has reorganized into a stronger, faster and more flexible operation and announced that it will concentrate on strengthening consumer and customer relationships.
"We've streamlined everything to reduce cost; from our product offerings to our supply chain," Rodriguez said. "We are developing sophisticated insights into the needs of the Atkins Advantage consumer, which has led to the development of higher quality, better tasting products that have a proven nutrition advantage versus the competition and will appeal to a much broader audience."
ANI has improved on-time deliveries to its customers from 64 percent last year to an average of 96 percent over the last 180 days, making it a "best in class" supplier to key retailers. The company has reduced its product offering from 340 to 60 nutrition bars and shakes. In addition, ANI has made significant improvements to the taste, appearance and overall quality of its Atkins Advantage products. This reflects a commitment to providing only high quality, great-tasting products with a nutrition advantage versus the competition: higher protein, fiber, vitamins and minerals, low sugar and no trans fats.
ANI is also committed to innovation. New Atkins Advantage Caramel Cookie Dough and Caramel Fudge Brownie bars are currently being introduced in the United States and have been authorized by major retailers such as Wal-Mart, Target, Sam's Club, Walgreens, Kroger, Publix, Safeway, GNC and Vitamin Shoppe. These products are prime examples of the company's commitment to providing improved quality, superior nutrition and great taste.
As part of its repositioning efforts, the company has committed $40 million to promote Atkins Advantage and its unique nutrition advantage. It re-launched www.atkins.com in the fall, and broke an exciting and compelling new advertising campaign on January 8th in People, Newsweek, U.S. News and World Report, Business Week, New York Times, Life, and Sports Illustrated.
"We are pleased to have accomplished so much in five months," said Mark S. Rodriguez, president and chief executive officer since June 2005. "Our new management has streamlined operations and built a foundation for strong financial performance, enabling us to invest in educating consumers about the nutrition advantage of our great-tasting Atkins Advantage bars and shakes."
To support its focus on convenient, portable and nutritious food products, ANI has reorganized into a stronger, faster and more flexible operation and announced that it will concentrate on strengthening consumer and customer relationships.
"We've streamlined everything to reduce cost; from our product offerings to our supply chain," Rodriguez said. "We are developing sophisticated insights into the needs of the Atkins Advantage consumer, which has led to the development of higher quality, better tasting products that have a proven nutrition advantage versus the competition and will appeal to a much broader audience."
ANI has improved on-time deliveries to its customers from 64 percent last year to an average of 96 percent over the last 180 days, making it a "best in class" supplier to key retailers. The company has reduced its product offering from 340 to 60 nutrition bars and shakes. In addition, ANI has made significant improvements to the taste, appearance and overall quality of its Atkins Advantage products. This reflects a commitment to providing only high quality, great-tasting products with a nutrition advantage versus the competition: higher protein, fiber, vitamins and minerals, low sugar and no trans fats.
ANI is also committed to innovation. New Atkins Advantage Caramel Cookie Dough and Caramel Fudge Brownie bars are currently being introduced in the United States and have been authorized by major retailers such as Wal-Mart, Target, Sam's Club, Walgreens, Kroger, Publix, Safeway, GNC and Vitamin Shoppe. These products are prime examples of the company's commitment to providing improved quality, superior nutrition and great taste.
As part of its repositioning efforts, the company has committed $40 million to promote Atkins Advantage and its unique nutrition advantage. It re-launched www.atkins.com in the fall, and broke an exciting and compelling new advertising campaign on January 8th in People, Newsweek, U.S. News and World Report, Business Week, New York Times, Life, and Sports Illustrated.
