Atkins

What Atkins does

Atkins is a low-carb, high-protein nutrition brand and diet program founded in 1972 by Dr. Robert C. Atkins and commercially established as Atkins Nutritionals Inc. around 1998. Since 2017, the brand has operated as a wholly-owned subsidiary of The Simply Good Foods Company (NASDAQ: SMPL), a publicly traded consumer packaged food company that also owns Quest Nutrition. Atkins' product portfolio spans four core packaged food categories: Bars & Snacks, Shakes (ready-to-drink meal replacements), Treats (including the Endulge sugar-free confectionery line), and Frozen Meals. These products are anchored by three structured diet plans — Atkins 20 (20g net carbs/day for rapid weight loss), Atkins 40 (40g net carbs/day for moderate weight loss), and Atkins 100 (100g net carbs/day for maintenance) — which create phased consumer engagement across the weight-management lifecycle.

The brand's underlying competency is nutrition science applied to formulation: low-carbohydrate, high-protein, high-fiber product development, including a specialized GLP-1 friendly product line (Atkins Strong Shakes with 30g protein) targeting users of weight-loss medications. Supporting the products is a content ecosystem of over 2,000 low-carb recipes, diet-planning educational resources, and an Atkins Meal Tracker operated by SparkPeople. The brand distributes through three channels: direct-to-consumer e-commerce (shop.atkins.com), Amazon marketplace (with promotional discounts up to 35%), and broad retail distribution through major chains, with store locator support on the website. Marketing is content-led through email, social media, recipe content, and strategic influencer partnerships (notably with Heather Gay in early 2026 for GLP-1 nutrition awareness).

Atkins serves four primary consumer segments: weight-loss focused consumers (the core audience), GLP-1 medication users seeking muscle-preserving nutrition, low-carb/keto dieters, and general health-conscious consumers seeking convenient high-protein options. The business operates on a unit-pricing, pay-as-you-go revenue model across all channels, with no subscription lock-in despite subscription options on the DTC storefront. The legal operating entity is Simply Good Foods USA, Inc., headquartered at 1225 17th Street, Suite 1000, Denver, Colorado, and the brand operates primarily in the United States with some UK market presence. The parent company reported quarterly revenue of $340.2M (flat year-over-year), implying an annualized run-rate of approximately $1.36B across all brands.

Name

Atkins

Legal name

Simply Good Foods USA, Inc.

Website

https://atkins.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

51–100 employees

Short description

Atkins is a low-carb, high-protein nutrition brand owned by The Simply Good Foods Company, selling protein bars, shakes, treats, and frozen meals alongside structured diet plans (Atkins 20/40/100). It serves weight-loss consumers, GLP-1 medication users, and low-carb/keto dieters through retail, Amazon, and direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Product category

Weight Management Nutrition

NAICS

Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Health/Protein Snack Bars Manufacturing (AFAKAIAN)

Keywords

• Low-carb nutrition products
• High-protein meal replacements
• Weight management foods
• Keto diet products
• Protein snack bars

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Product Sales - Bars & Snacks: Sale of protein bars and snacks through e-commerce and retail channels. Products include various flavors of protein bars marketed as low-carb, high-protein snacks.
2. Product Sales - Shakes: Sale of ready-to-drink protein shakes and meal replacement shakes through e-commerce and retail. Includes the Atkins Strong Shakes line delivering 30g protein.
3. Product Sales - Treats: Sale of low-carb treats and confections including the Endulge line of chocolate candies and caramel squares.
4. Product Sales - Frozen Meals: Sale of frozen low-carb meals designed for weight management and healthy eating.
5. Parent Company Revenue (Simply Good Foods): Atkins brand is owned by Simply Good Foods Company (NASDAQ: SMPL). The company reported quarterly revenue of $340.2 million, flat year-over-year, driven by contributions from Quest and OWYN brands.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Atkins manufactures and sells low-carb, high-protein packaged food products including protein bars, snacks, ready-to-drink shakes, sugar-free treats, and frozen meals. The brand complements its physical products with three structured diet plans (Atkins 20, 40, and 100) and a library of over 2,000 low-carb recipes to support weight management, healthy living, and GLP-1 medication users.

Product overview

Atkins is a low-carb nutrition brand and diet program operated by Simply Good Foods Company. The product portfolio centers on four core packaged food product lines: Bars & Snacks (protein bars and savory snacks), Shakes (ready-to-drink meal replacements), Treats (low-carb confections under the Endulge sub-brand), and Frozen Meals (heat-and-serve entrees). These products are complemented by three structured diet plans—Atkins 20 (20g net carbs/day for rapid weight loss), Atkins 40 (40g net carbs/day for moderate weight loss), and Atkins 100 (100g net carbs/day for maintenance)—which guide consumers through phased carbohydrate restriction. The company also offers specialized GLP-1 Friendly products including Atkins Strong Shakes (30g protein) designed for users of weight-loss medications. A library of over 2,000 low-carb recipes supports the program, covering categories like breakfast, entrees, appetizers, snacks, desserts, and beverages with filters for various dietary preferences.

Differentiator

Problem solved

Functional benefit

Products and services

• Bars & Snacks

Quantifiable outcome

• Millions of users have achieved weight loss goals through the Atkins program
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Heather GayminorGTM or Marketing Partner · 15 January 2026Reality TV star and wellness advocate Heather Gay partnered with Atkins to promote weight wellness and GLP-1 nutrition awareness. The partnership included unveiling research findings supporting high-protein diets for GLP-1 medication users, with plans to publish findings to advance scientific understanding of nutrition for GLP-1 users.
• Accessible360minorImplementation/ SI/ Consulting PartnerAtkins partnered with Accessible360 to provide a positive customer experience for all website visitors and to promote accessibility and inclusion. Accessible360 helps ensure the website is usable for customers with assistive technologies like screen readers, magnifiers, and voice recognition software.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Quest Nutrition: Quest is a direct peer and sibling brand under the same Simply Good Foods parent, offering protein bars, shakes, and chips in the low-carb/high-protein category with overlapping SKUs and target consumer.
• ONE Protein Bars: ONE (owned by Helen of Troy/Otsuka) sells protein bars and protein snacks marketed for low-sugar, high-protein diets—directly competing with Atkins in the protein bar category across mass retail and Amazon.
• RXBAR: RXBAR (Mars, Inc.) offers protein bars with a clean-ingredient positioning that overlaps Atkins' protein bar line, particularly with health-conscious consumers willing to pay a premium per bar.
• Built Brands: Built (previously Built Bar) is a protein bar brand competing in the better-for-you snack space with strong direct-to-consumer motion, overlapping with Atkins on low-sugar, high-protein bar occasions.
• Premier Protein: Premier Protein sells ready-to-drink shakes and bars in the same protein-forward, weight-management-adjacent category—directly competing with Atkins Strong Shakes for the meal-replacement occasion.
• Orgain: Orgain specializes in organic, protein-forward nutrition including shakes, bars, and powders, competing with Atkins for health-conscious consumers seeking convenient protein options.
• SlimFast: SlimFast is a legacy weight-management brand offering shakes, bars, and meal replacements—a long-standing direct competitor in the structured diet/meal-replacement category.

Emerging players

• Perfect Keto: Perfect Keto targets the keto-specific consumer with bars, snacks, and supplements—overlapping with Atkins on low-carb positioning but focused exclusively on ketogenic dieters.
• Primal Kitchen: Primal Kitchen offers keto-friendly condiments, sauces, and snacks appealing to the same low-carb lifestyle consumer as Atkins, with broader pantry penetration.

Broad incumbents

• Kellogg's (Special K): Special K (Kellanova/Kellogg's) is an incumbent diet/weight-management brand offering bars, shakes, and cereals—sharing the weight-management consumer with Atkins but as part of a broader CPG portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/atkins-nutritionals-inc.
• Xx.com/atkinsinsider
• Facebookfacebook.com/AtkinsNutritionals

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Atkins