NEW YORK—CRT/tanaka has been retained by Atkins Nutritionals to help reposition the Atkins Advantage brand. Last week, ANI—the company behind the Atkins diet craze—emerged from Chapter 11 ahead of schedule, five months after filing for bankruptcy.
CRT/tanaka will provide corporate and brand marketing public relations counsel to ANI as it introduces a new business strategy that focuses on providing great-tasting portable foods with a unique nutrition advantage to healthy, active men and women—a shift from its pre-bankruptcy strategy of educating the population about the benefits of controlled carbohydrate nutrition.
ANI has committed $40 million to promote Atkins Advantage and its unique nutrition advantage versus the competition, including the re-launch of its www.atkins.com website, the introduction of new packaging and a new advertising campaign.
“CRT/tanaka is an important part of our turnaround team, providing us strong corporate and brand marketing PR support and new ways of reaching and educating important audiences about the Atkins Advantage brand,” said Mark S. Rodriguez, ANI president and CEO.