Atkins Overhauls Site

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,, 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. In addition to overhauling its packaging, Atkins is running print ads, and will soon launch a Web ad push to build awareness of its redesigned Web site, built by Abstract Edge of New York.

Beth Neumann, vice president and chief marketing officer at Atkins, said the company’s research has shown that the majority of its customers are not dieters and less than one in five follows the Atkins diet.

“We’re evolving our brand to health and wellness,” she said.

This story was updated to correct the name of Atkins’ Web agency, Abstract Edge.