Atkins News

Atkins Nutritionals Inc. Retains MWW Group as Agency of Record

NEW YORK – February 2, 2012 – MWW Group (, one of the top ten global independent public relations firms, announced today that it has been retained by Atkins Nutritionals, Inc., ( as the company’s public relations agency of record. MWW Group will leverage its expertise in the health and wellness category to reintroduce the trendsetting lifestyle brand through integrated marketing, social media and traditional media programs.

“MWW has carved out a unique niche among public relations firms as a leader in crafting innovative and results-driven strategic communications campaigns for iconic health and wellness brands,” said Scott Parker, chief marketing officer of Atkins Nutritionals, Inc. “In the short time we’ve been working together, the MWW team has impressed us with its expertise in the weight loss category, relationships with key influencers in the space who are critical to the success of our business, and with emerging technologies. We look forward to working with the team to take the brand to a new level.”

In 1963, Dr. Robert C. Atkins championed a scientific approach to limiting the intake of carbohydrates as a path to weight loss and weight management. Today, millions of Americans have followed the Atkins approach to maintain a healthier lifestyle. In addition to its core weight-loss program, Atkins supports life-long weight management through a line of healthy snacks and meals, a supportive online community and free tools. This month, Atkins launched its new book, The New Atkins for a New You Cookbook, which features 200 low-carb recipes that can be prepared in 30 minutes or less.

“In a category where competition is crowded and trends come and go, nutrition and healthy lifestyle companies such as Atkins are constantly in a race for relevance,” said Alissa Blate, executive vice president and global consumer marketing practice leader. “No other company has the science, the products and name recognition that Atkins boasts, and no other agency has MWW’s combination of expertise and experience in the health and wellness arena. Our partnership will create strategic programs to galvanize current followers and engage new consumers to rediscover the Atkins lifestyle.”

The Atkins account will be managed by MWW Group’s industry-recognized Healthy Lifestyles Practice. The team is comprised of health and fitness experts who understand the wellness and diet lifestyle and have strong relationships with influencers in the traditional lifestyle media and social media space.

Past and present clients of MWW Group’s Health and Wellness Practice include Gold’s Gym International, Zumba Fitness, Nutrisystem, Xango and Bally Total Fitness, among others.

About Atkins Nutritionals, Inc.

Atkins Nutritionals, Inc. is a leading player in the $2.4 billion weight control nutrition category, and offers a powerful lifetime approach to weight loss and weight management. The Atkins Nutritional Approach focuses on a healthy diet with reduced levels of refined carbohydrates and added sugars and encourages the consumption of protein, fiber, fruits, vegetables and good fats. Backed by research and consumer success stories, this approach allows the body to burn more fat and work more efficiently while helping individuals feel less hungry, more satisfied and more energetic.

Atkins Nutritionals, Inc., manufactures and sells a variety of nutrition bars, foods and shakes designed around the nutritional principles of the Atkins Diet™. Atkins’ four product lines: Advantage®, Day Break™, Endulge™ and Cuisine™ appeal to a broad audience of both men and women who want to achieve their weight management goals and enjoy a healthier lifestyle. Atkins products are available in more than 30,000 locations throughout the U.S. and internationally. For more information, visit

About MWW Group

MWW Group is one of the nation’s top mid-sized public relations firms and one of the ten largest independent global agencies. The company is industry-recognized for its work in consumer lifestyle marketing, digital marketing and social media, corporate communications, public affairs and government relations, consumer technology, healthcare and visual branding.

Through its “Network PR” approach, MWW Group helps its clients re-architect the conversation surrounding their brands to increase trust and relevance and drive action among key stakeholders. Among its numerous awards for client work, the agency has been recognized as 2011 “Midsize Agency of the Year” and 2010 “Strategic PR Agency of the Year” by the Holmes Report and has received accolades from PR News for “Team of the Year,” “Digital Firm of the Year” and “Top Places to Work in PR.”

To learn more about MWW Group, visit, Facebook, Twitter and LinkedIn.