Atkins Nutritionals: Market-driven Business Model


Code : BSM0004

Year :

Industry : Food, Diary and Agriculture Products

Region : USA

Teaching Note:Not Available

Structured Assignment : Not Available

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Introduction:In the 20th century, changing lifestyles and food habits led to an enormous increase in the number of people suffering from obesity worldwide, with the number of obese adults increasing from 200 million in 1995 to 300 million in 2000. As a result, obesity related health problems increased at unprecedented rates, which triggered more research thatwas focused on the causes and cures of obesity. Public awareness about the health benefits of having an optimal body weight to stay fit also increased post mid-1950s.

To cater to an ever-increasing demand for techniques of losing weight, Dr. RobertAtkins, a privatemedical practitioner fromNewYork, promulgated a diet plan theory in his book Dr. Atkins' Diet Revolution in the early 1970s, and named it the ĎAtkins dietí. The increasing popularity of theAtkins diet led to a subsequent increase in the demand for low-carbohydrate (low-carb) diet foods. This prompted Dr. Atkins to start his own company ĎAtkins Nutritionals' (Atkins), which produced a wide array of food products and nutritional supplements that were based on the low-carb theory and triggered off what was popularly known as 'TheAtkinsí Revolution'.

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