Atkins Nutritionals: Market-driven Business Model



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Code : BSM0004

Year :
2004

Industry : Food, Diary and Agriculture Products

Region : USA

Teaching Note:Not Available

Structured Assignment : Not Available

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Abstract: The 20th century witnessed a rapid growth human obesity levels and related health problems worldwide, with the number of obese adults increasing from 200 million in 1995 to 300 million in 2000. As a result, an increasing number of people were on the lookout for weight-loss techniques and this led to many a diet theory being introduced. One of the most popular diet fads was the Atkins diet, which was devised by Dr Robert Atkins. Dr. Atkins also set up Atkins Nutritionals, a company devoted to offering a complete range of food products and nutritional supplements based on Atkins' theory of a low carbohydrate (low-carb) diet. By 2002, the sales of Atkins' products had reached $100 million. Despite being accused of causing potential health risks coupled with the threat of several competitors entering the low-carb bandwagon, Atkins Nutritionals remained optimistic about its future, as global obesity levels were expected to reach unprecedented levels in the 21st century.

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Pedagogical Objectives:

  • To understand how the rising obesity levels in America led to the emergence of a new breed of companies
  • To discuss how Atkins promoted its low-carb diet and built its business around people craving to lose weight

    Keywords : Dr Robert Atkins, Atkins diet, Atkins Nutritionals, Atkins principles, Global obesity, Diet food market, World Health Organisation (WHO), International Obesity Task Force (IOTF), Zone, Marketing Strategies Case Study, South Beach, Low-carb diet, Risks of the Atkins diet, Weight Watchers International, Body mass index (BMI), Food fads

    Contents :
    » INCREASING GLOBAL OBESITY AND DIET-FOODS MARKET
    » THE 'ATKINS NUTRITIONAL APPROACH' & ATKINS NUTRITIONALS INC.
    » THE ROAD AHEAD FOR ATKINS


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