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NEW YORK Atkins Nutritionals has relaunched its Web site, part of a broader effort to position its brand more as a choice for active adults.
The new site, www.atkins.com, is heavy on nutritional information, highlighting in particular the lower sugar and higher protein content of Atkins products. The site has few references to the Atkins diet, which has fallen out of favor among many dieters.
The company began the “Atkins Advantage” ad campaign in January to emphasize its evolution to a maker of high-quality, healthy foods geared toward on-the-go adults.
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