Jones, Morag Cuddeford
March 2004
Brand Strategy;Mar2004, Issue 180, p10
Trade Publication
Presents views on the Atkins Nutritionals Inc. brand. Advantage of extending the brand into food products; Need for Atkins Nutritionals to raise or at least maintain product quality; Failure of the Atkins diet to encourage people to use it in the long-term; Use of celebrity endorsement in advertising the Atkins diet.


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