Innovation round-up February 2016
New Atkins range (UK)
The New Atkins product range has been revamped for the UK market as the brand looks to extend into the mainstream grocery category. Packaging has been redesigned to segment the range into meal components, snacks and treats to target shoppers following a low-carb, low-sugar lifestyle. In the brand’s single bars, the new look aims to offers clearer positioning for the convenience sector and on-the-go consumer. “The range was previously sub-branded in line with different phases of the Atkins nutritional plan,” said Atkins UK brand manager Mia Gambrell. “In a move to open the range up to those not necessarily following the Atkins diet but opting for a low-carb lifestyle, the packaging has been simplified to clearly highlight nutritional information and functional benefits.”