MIAMI—Atkins Nutritionals has selected The Jeffrey Group to help support its expansion south of the border into Latin America.
Atkins Nutritionals, founded by the late Dr. Robert C. Atkins in 1989, develops and provides a broad range of convenience foods, supplements, baked goods, snacks, condiments and information products designed to serve the millions of consumers who have adopted the controlled-carbohydrate lifestyle.
The company is also a leader and innovator in information and education products for consumers and health-care professionals and The Jeffrey Group will focus on its education mission as it helps the company communicate in Latin America. According to Richard Rothstein, vice president of corporate communications at Atkins, “We selected The Jeffrey Group because of the agency’s extensive experience launching and supporting the entry of companies and brands into the Latin American region.”
Sharlach says the Atkins Nutritional Approach will face challenges in countries where products like tortillas and rice are part of the national food culture, but adds: “Atkins has the facts and science to back-up the approach, and we’re developing a comprehensive grassroots program that encompasses health education, spokesperson training, media relations and marketing support for the company’s initiatives to expand throughout Latin America.”