The company has also revealed that global sales (outside the US) are up across the board by 37%, with New Zealand and Australia reporting 49% and 48% uplifts respectively.
The current obesity crisis in the UK and increased consumer demand has helped boost sales across Atkins’ product portfolio. Atkins recently saw its SKUs in Tesco increase by 100%, to 10 variants, with a full shelf display in super stores.
Significant new listings in Waitrose – 85 stores nationwide from August – nine SKUs in Morrisons and Nisa Today Foodservice outlets, plus increased SKUs in Boots and Sainsbury’s will add to further growth during the second half of the year, the company said.
A further three listings in Palmer & Harvey for the Atkins Advantage Chocolate Decadence, Day Break Chocolate Chip and Endulge Milk Chocolate Crisp bars highlight the company’s recent move into the convenience category.
By focusing on increasing distribution levels, Atkins has made the brand more readily available in order to show consumers that it is possible to manage weight without sacrificing great taste and convenience.
Peter Valentine, MD of Atkins UK, said: “Value sales are up 12.9% on last year, this is partly due to increased concerns over health and weight management, which means the category is continuing to grow. We hope to carry on this growth and also add market share with our nutritional and lifestyle changing approach to weight management, which has more longevity than the typical quick fix diet route.
“Evolving nutritional science and research supporting the health benefits of low carbohydrate nutrition over the last six months has played a part in the increase in sales. Consumer understanding and awareness of the new Atkins diet plan has also improved – Atkins recently scored 92% in terms of target audience brand awareness – and with more foods now allowed, followers can customise the diet to their particular dietary needs and preferences.”
Source: Atkins
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