Low-carb diet brand Atkins is venturing out of snack bars with what it describes as its first range of "carb-friendly" products.
The new products, which are being rolled into Tesco and Boots now, include cereal, wholegrain bread mix, wheat and rye crackers and RTD shakes - all made to low-carb recipes.
They would appeal to dieters who struggled to cut out carbs completely, said MD Peter Valentine. "The new range of carb-friendly products will enable consumers to have their bread and eat it," he said.
The NPD would add £2m in sales by the end of 2010, he predicted.
The brand would also benefit from a new book published later this year and a £13m international marketing campaign, including UK press and in-store promotions throughout the summer.
Atkins overhauled its snack bars last September to cash in on renewed interest in the eating plan.
The new products, which are being rolled into Tesco and Boots now, include cereal, wholegrain bread mix, wheat and rye crackers and RTD shakes - all made to low-carb recipes.
They would appeal to dieters who struggled to cut out carbs completely, said MD Peter Valentine. "The new range of carb-friendly products will enable consumers to have their bread and eat it," he said.
The NPD would add £2m in sales by the end of 2010, he predicted.
The brand would also benefit from a new book published later this year and a £13m international marketing campaign, including UK press and in-store promotions throughout the summer.
Atkins overhauled its snack bars last September to cash in on renewed interest in the eating plan.
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