Atkins Sales Fell 20.9%. Now Simply Good Foods Is Pitching It to People Who Quit GLP-1 Drugs
Simply Good Foods is repositioning Atkins for people who have stopped taking GLP-1 medications and want to keep the weight off, after a year of falling sales and a brand writedown.
GLP-1 drugs took a bite out of the diet aisle. Now one of its best-known brands is trying to win over the people coming off them. Simply Good Foods is repositioning Atkins for consumers who have stopped taking GLP-1 medications and want to keep their weight off.
TLDR
- Atkins sales fell 20.9% in Simply Good Foods’ 2026 fiscal year, Food Dive reported.
- Simply Good’s fiscal 2026 net sales were $1.4 billion, down 6.5%, with Atkins a major factor.
- The company wrote down the value of its Atkins and Owyn brands before the fourth quarter.
- A September campaign targets lapsed GLP-1 users and their concerns about keeping weight off.
The New Pitch
Simply Good Foods, which owns Atkins, has redesigned the Atkins website with more science-based content and increased its spending on streaming, digital, social media and influencer marketing, according to Food Dive. A campaign launched in September speaks directly to people who have stopped taking GLP-1 drugs and are worried about regaining weight.
Atkins sells low-carb, high-protein shakes, confections, bars and other products, including newer whipped bars. CEO Joseph Scalzo said the brand offers “consumers the right balance of carbs, protein and fiber.”
A Hard Year
The repositioning follows a steep decline. Atkins sales fell 20.9% in fiscal 2026, and Simply Good’s total net sales dropped 6.5% to $1.4 billion. The company also wrote down the value of its Atkins and Owyn brands. On the fourth-quarter earnings call, Scalzo said the company’s brands “were not performing to their potential” and that its “financial results were falling short of our expectations.”
The Market Atkins Is Chasing
As many as 55 million Americans, roughly 15% of the population, are expected to be taking GLP-1 medications by 2035, according to Morgan Stanley, Food Dive reported. A 2025 study from the National Institutes of Health found that up to two-thirds of the weight lost on GLP-1 drugs is regained within a year of stopping, according to the report. People who have quit the drugs and want to hold onto their results are the audience Atkins is now targeting.
Why It Matters
Simply Good Foods is betting that the next opportunity for Atkins is not people on GLP-1 drugs, but people coming off them. Its fiscal 2026 results show what is riding on that bet: a 20.9% drop in Atkins sales and a writedown of the brand.
Source: Food Dive.