Atkins Sweet Sexy Science Is a Lifestyle for Courtney Thorne-Smith

Atkins Sweet Sexy Science Is a Lifestyle for Courtney Thorne-Smith

Atkins Enhances Marketing Campaign To Promote Newly Evolved Diet

Actress Courtney Thorne-Smith Debuts as Brand Ambassador

DENVER, Jan. 5 /PRNewswire/ -- Atkins(TM) Nutritionals Inc. ("Atkins"), with its market-leading, weight-management products, introduces a new multi-platform marketing campaign including national print, online advertisements and in-store marketing initiatives. The "Sweet. Sexy. Science." tagline educates consumers about the newly evolved and more lifestyle-friendly Atkins Diet. Courtney Thorne-Smith, lead actress in ABC-TV's hit sitcom According to Jim, has been an Atkins loyalist for years, and elevates the campaign as the new Atkins celebrity spokesperson.

Adored by millions for her role as Cheryl on According to Jim, as well as her portrayal of Alison Parker on Melrose Place and Georgia Thomas on Ally McBeal, Thorne-Smith is an avowed Atkins enthusiast. "The Atkins Nutritional Approach is so much a part of my life, I don't even think about it any more. My pantry is full of yummy nuts and Atkins bars and shakes, and my fridge is filled with fresh vegetables, sliced meats, wonderful cheeses and great salads from the deli counter at my local health food store," said Courtney Thorne-Smith. "I've spoken out quite a bit about health and how the low carbohydrate lifestyle got me off of the diet roller coaster -- finally!"

The "Sweet. Sexy. Science." tagline of the campaign speaks to Atkins' brand equity. The "Sweet" refers to the new, more flexible Atkins program that emphasizes good fats, lean protein, vegetables, whole grains and fruit. "Sweet" also refers to the variety of new and improved nutrition bars and shakes launched recently for both men and women. "Sexy" is all about the results you get by following the program and helping users look and feel their best. "Science" is over 50 studies that support the effectiveness of the Atkins program. In fact, a recent two-year study published in the July 2008 issue of The New England Journal of Medicine (NEJM) found a low-carbohydrate diet to be up to 50 percent more effective in achieving weight loss than a low-fat diet.

Starting in January 2009, the new Atkins ads will run in publications such as People, Shape and Health magazines as well as through display banners and in-text advertising on various online consumer channels (e.g. WebMD, iVillage, Yahoo, AOL) and news sites (e.g. ABC News). The in-store retail-marketing component, which focuses on Atkins product lines, will kick-off January 2009 as well.

"With years of ongoing scientific research shaping Atkins dietary recommendations, our new marketing campaign will re-engage consumers with the new, more flexible Atkins, " said Jennifer McGhee, VP of Marketing for Atkins Nutritionals, Inc. "Like Courtney Thorne-Smith, consumers will appreciate how easy Atkins is to follow, the flexible pace and the variety of healthy foods they can consume."

Following is a snapshot of how the Atkins Diet has evolved over recent years to become more lifestyle friendly:

   --  Atkins Allows Good Carbohydrates - Yes, you eat fruits and vegetables       from the start and as you progress through the phases you eat good       carbs such as oatmeal, brown rice, wholegrain pasta and wholegrain       breads.   --  Atkins Promotes a Wide Variety of Foods - Atkins allows for the best       foods on earth, including more vegetables, low-glycemic fruits, nuts       and seeds in the weight loss phases, and whole grains as individuals       approach weight loss and weight maintenance goals.   --  Atkins Stresses Healthy Fats and Protein - Nutrition consensus has       evolved surrounding different types of fats - good versus bad - and       Atkins suggests a variety of good fats which include olive and       vegetable oil. Atkins also stresses protein from a variety of sources       including poultry, meat, fish, eggs and soy foods. You can even be an       Atkins vegetarian by sourcing protein from legumes such as lentils and       chic peas.   --  Atkins Encourages Being Active - Enjoying a healthy life is an       important part of the Atkins Diet, so incorporating moderate activity       will not only tone muscles, but also help consumers look and feel       better. Because Atkins works with your body, the more active you are,       the more carbs you can incorporate into your diet.   --  Atkins Lifestyle is Sustainable and Flexible - One size does not fit       all!  Every person is different and Atkins allows each individual to       start at any of the first three of the four phases of the Atkins Diet       depending on his or her needs. This flexibility encourages consumers       to find which daily amount of carbs works for them, setting them up       for long-term success!    About Atkins(TM) Nutritionals, Inc.   

Atkins Nutritionals, Inc., is a leading player in the $2.4 billion dollar weight control nutrition category, and offers a powerful lifetime approach to weight loss and weight management. The Atkins Nutritional Approach(TM) focuses on a healthy diet with reduced levels of refined carbohydrates and refined sugars and encourages the consumption of lean protein, fiber, fruits, vegetables and good fats. Backed by research and consumer success stories, this approach allows the body to burn more fat and work more efficiently while helping individuals feel less hungry, more satisfied and more energetic.

Atkins Nutritionals, Inc. manufactures and sells a variety of nutrition bars and shakes designed around the nutrition principles of the Atkins Diet. Atkins' three product lines: Advantage, Day Break and Endulge, appeal to a broad audience of both men and women who want to achieve their weight management goals and enjoy a healthier lifestyle. Atkins products are available in more than 30,000 locations throughout the U.S. and internationally. For more information, visit atkins.com.

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Source: Atkins Nutritionals, Inc.

CONTACT: Atalanta Rafferty of RF|Binder for Atkins, +1-212-994-7511,
Atkins@rfbinder.com

Web Site: http://www.atkins.com/

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Profile: International Entertainment