DENVER, CO. (January 4, 2010) – Atkins Nutritionals Inc. (“Atkins™”), a market-leading weight-management company, will start 2010 with a robust, multimillion dollar, yearlong marketing campaign that takes direct aim at its closest competitors while strengthening its social media presence. Atkins will further fortify its place as a leading diet company in March 2010 when the brand launches its new book, The New Atkins for a New You: The Ultimate Diet for Shedding Weight and Feeling Great (Fireside) by Dr. Eric C. Westman, Dr. Stephen D. Phinney and Dr. Jeff S. Volek.

To kick-start the New Year—and the diet—consumers can now register on Atkins.com to receive three free nutrition bars, along with a quick-start guide and carb counter book. By March 2010, Atkins expects to give away more than 1 million bars, offering more consumers the chance to sample the delicious and nutritious snacks packed with protein and fiber but low in sugar and other carbohydrates. Also on the bar front, Atkins will add exciting new flavors to its popular Advantage®, Day Break™ and Endulge™ product lines in February 2010.

In 2010, an Atkins spokesperson will appear in her first Atkins commercial, as well as in more than 2,500 in-store displays on Wal-Mart Smart TVs. Thorne-Smith has followed the Atkins lifestyle for the past 10 years. Before Atkins, she was unable to find a way to maintain her weight, going up and down on the diet rollercoaster. This experience gives her a unique understanding of the weight-loss struggles most people have experienced. Thorne-Smith will also be featured on the revamped Atkins.com website, welcoming visitors with a web video that acquaints them with the four phases of the Atkins Diet.

Lastly, in addition to its already strong social media presence, Atkins will start a new online campaign using video testimonials to track 5-8 people on their weight loss journey. The campaign is accepting applicants at www.poptent.net until January 15, 2010, after which point finalists will be selected to film their weight loss journey over a 12-week period. Produced in conjunction with XLNTAds, participants will upload a series of 2-minute videos that tracks their weight loss progress, challenges and successes. Participants will use the Atkins web site and products for support. Video will be posted to Atkins.com, video and social media networks.

“Our fully integrated marketing program will incorporate our website, ads, book and new products in addition to special retail and trade promotions,” said Jennifer McGhee, VP of Marketing for Atkins Nutritionals, Inc. “Atkins Nutritionals has proven to be a leader in the diet industry, and consumers have a wealth of opportunities to start the new year with new goals. We’re very excited to welcome more people to the Atkins lifestyle with our quick-start guide, three nutrition bars and online program—and all are completely free.”

About Atkins Nutritionals, Inc.
Atkins Nutritionals, Inc., is a leading player in the $2.4-billion dollar weight-control nutrition category, and offers a powerful lifetime approach to weight loss and ongoing weight management. The Atkins Diet™, also known as the Atkins Nutritional Approach™, focuses on a healthy diet with reduced levels of sugar and other refined carbohydrates and encourages the consumption of adequate protein and good fats, along with high-fiber vegetables, fruits and other whole foods. Backed by research and consumer success stories, this approach allows the body to burn more fat and work more efficiently while moderating hunger and enhancing satisfaction and energy level.

Atkins Nutritionals, Inc., manufactures and sells a variety of nutrition bars, shakes and other foods designed around the nutritional principles of the Atkins Diet. The four Atkins product lines, including Advantage®, Day Break™, Endulge™ and Cuisine™, appeal to a broad audience of both men and women who want to achieve their weight management goals and enjoy a healthier lifestyle. Atkins products are available in more than 30,000 locations throughout the U.S. and internationally. For more information, visit atkins.com.

CONTACT: Andrea Davidoff
RF|Binder for Atkins
(212) 994-7617(212) 994-7617
Atkins@rfbinder.com