"We've seen a tremendous response working with Rob Lowe. He has served a valuable role communicating Atkins brand as a lifestyle as he has authentically eaten this way for years. The "Choose Wisely" campaign empowers consumers to make healthy choices, and to watch out for excess sugar and carbohydrates," said Scott Parker, chief marketing officer. "While the Atkins program remains a powerful eating approach for weight loss and overall health, we continue to build momentum in expanding our target audience to lifestyle-oriented consumers that are focused on reducing their sugar intake and making smarter eating choices. Driven by this strategy, we achieved increased point of sale performance, strong retail sales growth and broadened consumer appeal."
The Atkins brand offers a customizable eating approach comprised of high-fiber carbohydrates, optimal protein and healthy fats to lose and maintain weight, and for overall health. The company's tools, including a robust online community, mobile app, menu planner, recipes and more are available to everyone free of charge. The Atkins' portfolio of nutritional snacks and frozen meals allow consumers to have convenient, on-the-go options for those living a low carb lifestyle.
For 2019, Atkins is focused on helping people Choose Wisely with Rob Lowe providing insights about how a person can have a healthy lifestyle through reducing carbohydrates and sugar intake—without dieting. Showcasing Atkins products and Lowe's personal experience living an Atkins lifestyle, the creative also highlights the "hidden sugar effect"—when carbohydrates impact your body like sugar when digested. You don't see the sugar, but your body does.
"I have been living an Atkins low carb lifestyle for years. It allows me to eat great-tasting food and still feel great. It's really pretty simple. I want to help people understand that living a healthy life doesn't mean you have to sacrifice great-tasting food," said Mr. Lowe. "It's just about making small decisions that lead to big results. I have the opportunity to help deliver that message through my work with Atkins."