The Atkins brand has been suffering due to the increased adoption of GLP-1s and people reaching diet goals without the same extent of diet control that sustained Atkins for years. Sales are down 20.9 percent over 2026, and with an estimated 55 million Americans — double today’s total, and 15 percent of the population — expected to be on GLP-1s by 2035, the brand is attempting to pivot. The target audience Atkins is looking at is consumers who took GLP-1s, got to their goal, stopped taking the meds and are looking to maintain weight.
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