Brand Overview
#Atkins is a flagship American nutritional brand specializing in low-carbohydrate diet products, including protein bars, shakes, treats, and frozen meals. Originally founded in 1989 as Complementary Formulations by Dr. Robert Atkins to support his famous low-carb diet methodology, the brand became synonymous with the Atkins Diet movement. The company is now owned by The Simply Good Foods Company (Nasdaq: SMPL), a publicly traded company headquartered in Denver, Colorado.
History
#- 1989: Founded as Complementary Formulations in Denver, Colorado
- 1998-03: Renamed to Atkins Nutritionals, Inc.
- 2003: Robert Atkins dies; Parthenon Capital and Goldman Sachs acquire stakes
- 2003: North Castle Partners acquires the company
- 2005: Filed for bankruptcy following substantial financial losses
- 2010: Acquired by Roark Capital Group
- 2017-04-10: Announced merger with Conyers Park Acquisition Corp. (SPAC)
- 2017-07-07: Completed business combination to form The Simply Good Foods Company
- 2017-07-10: Simply Good Foods listed on NASDAQ (SMPL)
- 2019: Quest Nutrition acquired, becomes sister brand
- 2024: OWYN acquired, becomes sister brand
Corporate Structure
#Current (2017-Present)
#- Parent Company: The Simply Good Foods Company (Nasdaq: SMPL)
- Company Name: Atkins Nutritionals, Inc.
- Headquarters: 1225 17th Street, Suite 1000, Denver, CO 80202
- Status: Flagship brand of Simply Good Foods
- Enterprise Value at Merger: $856 million
Sister Brands (Same Parent)
#- Quest Nutrition (acquired 2019, $1 billion)
- OWYN (acquired 2024, $280 million)
- SimplyProtein
- Atkins Endulge
Founder
#Dr. Robert Atkins (1930-2003)
#- American physician and cardiologist
- Created the Atkins Diet in 1972
- Published “Dr. Atkins’ Diet Revolution”
- Founded Atkins Nutritionals to provide diet-compliant foods
- Died in 2003 from head trauma after falling on ice
Product Focus
#- Product Categories: Protein bars, shakes, frozen meals, snacks, treats
- Philosophy: Low carbohydrate, reduced sugar, high protein
- Target Market: Weight management, keto/low-carb dieters
Key Product Lines
#| Line | Description |
|---|
| Protein Bars | Meal replacement and snack bars (15-20g protein) |
| Protein Shakes | RTD shakes (15-30g protein) |
| Atkins Endulge | Low-sugar treats and dessert bars |
| Atkins Strong | High-protein (30g) shakes |
| Frozen Meals | Prepared low-carb meals |
Product Highlights
#- Gluten-free options
- Low glycemic
- 2g net carbs or less (shakes)
- No artificial growth hormones (dairy products)
Quality Standards
#- Over 100 clinical studies supporting the Atkins approach
- Low glycemic formulations
- Net carb calculation methodology
- Science-backed weight management
Retail Presence
#| Channel | Status | Notes |
|---|
| Official Website | ✅ Active | atkins.com, shop.atkins.com |
| Amazon | ✅ Active | Official brand store |
| iHerb | ✅ Active | Brand code: ATK |
| Walmart | ✅ Active | Wide distribution |
| Target | ✅ Active | National retail |
| Grocery Stores | ✅ Active | Mass distribution |
UPC Information
#- Primary UPC Prefix: 637480
- Example UPCs:
- 637480009508 (Meal Bar Double Fudge Brownie)
- 637480065108 (Dark Chocolate Royale Shake)
- 637480045063 (Chocolate Chip Granola Bar)
DSLD Presence
#- Status: Not present in DSLD
- Reason: Atkins products are classified as conventional foods (bars, shakes, meals), not dietary supplements. The NIH Dietary Supplement Label Database (DSLD) only includes products marketed as dietary supplements.
Investigation Notes
#7-Aspect Investigation Summary (DEEP Level)
#| Aspect | Finding |
|---|
| 1. Database Presence | Not in DSLD (food products, not supplements) |
| 2. UPC Identification | 637480 (verified via barcodespider.com) |
| 3. Official Presence | ✅ Active (atkins.com) |
| 4. Parent Company Listing | ✅ Listed on Simply Good Foods “Our Brands” |
| 5. Retail Availability | ✅ Amazon, iHerb, Walmart, Target |
| 6. Consolidation Evidence | None - flagship brand of parent company |
| 7. Historical Research | Complete - founded 1989, SPAC merger 2017 |
Status Determination
#| Criterion | Finding |
|---|
| Official Website | ✅ Active (atkins.com) |
| Parent Company Listing | ✅ Listed on thesimplygoodfoodscompany.com |
| Retail Availability | ✅ Extensive (major retailers) |
| iHerb Presence | ✅ Active (brand code: ATK) |
| Product Innovation | ✅ Ongoing (Endulge Gummy Bears 2025) |
Status: active (High Confidence)
Rationale: Atkins is the flagship brand of The Simply Good Foods Company, prominently listed on the parent company website, with extensive retail distribution across Amazon, Walmart, Target, iHerb, and grocery stores. The brand continues to innovate with new product launches and maintains a strong market presence in the nutritional snacking category.