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.
Weight Watchers is the most popular weight-loss programme in the UK, with almost 20% of the weight-control nutrition category, according to Mintel.
Consumers are most likely to consider the Rosemary Conley and Slimming World diets, even if they have not followed a commercial dieting plan in the past. However, most consumers that have dieted in the past three years and are doing so again will choose a different option, while four-fifths of people favour exercise as the best way to lose weight, the research suggests.
IN MY VIEW - EXPERT COMMENT
HAMISH RENTON - MANAGING DIRECTOR, JACK RENTON
This is a better approach, and more than a straight respray, as Atkins has loosened up a little on carbs. Nutritionists still have a major issue, however, with the induction phase of Atkins, which allows only 20g of 'net' carbs a day (about half an apple).
The design is well-executed on pack, but the imagery is cliched Americana. I doubt it will be enough. The South Beach, Tony Ferguson and GI diets all do a good job at a lower cost to the consumer.
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