Atkins Nutritionals, the dieting brand, is planning an international relaunch as it aims to increase its share of the weight-control nutrition market outside the US.
The rebranding is being handled by marketing agency 23red, with the fresh Atkins identity scheduled to launch in early 2012, supported by a 'heavyweight' integrated campaign.
The brand has pushed its scientific credentials in its marketing strategy in the past, but has been hit by negative media coverage, questioning whether the Atkins diet works.
Now the brand aims to develop a message that works across markets outside the US, moving away from its 'Sweet. Sexy. Science' strapline and promoting itself as part of consumers' diet programmes.
The 'Atkins Nutritional Approach' focuses on a diet of lean protein, fibre, fruits, vegetables and 'good fats', while reducing the consumption of refined carbohydrates and sugars.
Atkins produces and sells a range of nutrition bars and shakes as healthy alternatives to snacks.
The brand's biggest rival in the UK is Weight Watchers, which in January announced it was looking at opening high-street shops and in-store concessions to modernise and develop fresh revenue streams. This echoes Weight Watchers' approach in the US. …