January 12, 2006 -
Atkins Nutritionals Inc. has emerged from bankruptcy, completing its Chapter 11 reorganization and introducing a new business strategy that focuses on providing portable foods "with a unique nutrition advantage to healthy, active men and women," the company said.
The strategy is a shift from its pre-bankruptcy plan of educating the population about the benefits of controlled carbohydrate nutrition.
"We are pleased to have accomplished so much in five months," Mark S. Rodriguez, president and CEO since June 2005, said in a statement. "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 Atkins Advantage bars and shakes."
To support its new focus the company has reorganized into a stronger, faster and more flexible operation and will concentrate on strengthening consumer and customer relationships, the company said.
"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 vs. the competition and will appeal to a much broader audience."
Atkins Nutritionals has improved on-time deliveries to its customers from 64 percent last year to an average of 96 percent over the last 180 days. The company has reduced its product offering from 340 to 60 nutrition bars and shakes. In addition, it has made significant improvements to the taste, appearance and overall quality of its Atkins Advantage products, offering protein, fiber, vitamins and minerals, low sugar and no trans fats.
New Atkins Advantage Caramel Cookie Dough and Caramel Fudge Brownie bars are 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.
As part of its repositioning efforts, the company has committed $40 million to promote Atkins Advantage and its unique nutrition advantage. It relaunched www.atkins.com in the fall, and broke new advertising campaign on Jan. 8 in major U.S. magazines.
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January 12, 2006 -
Atkins Nutritionals Inc. has emerged from bankruptcy, completing its Chapter 11 reorganization and introducing a new business strategy that focuses on providing portable foods "with a unique nutrition advantage to healthy, active men and women," the company said.
