A Shift Toward Wellness

Elizabeth Crawford's recent article in Food Navigator highlights yet another brand shifting its strategy away from weight-loss success and toward “wellness.”

Atkins Nutritionals is restructuring its well-known diet brand to focus on wellness as opposed to weight loss. The new goal for consumers? Find a “happy weight,” and maintain it. Instead of setting potentially short-lived weight-loss goals, Atkins will encourage consumers to eat in a way that is sustainable. According to Atkins’ Chief Marketing Officer, Scott Parker, this is a response to food trends—a shift away from extreme diets and towards healthy eating patterns.

Atkins joins other brands shifting toward wellness and away from diet marketing, including Lean Cuisine and Special K. These shifts better align with how Americans think about their health—and how marketers must adapt to meet the changing needs of their consumers.