DENVER, CO – (January 5, 2015) – Atkins Nutritionals, Inc. is unveiling Atkins 40®, an eating plan that offers greater flexibility and food variety, making it easier to sustain while creating the foundations for healthier eating over a lifetime. Atkins 40 provides a new starting point to the leading low carb lifestyle that allows individuals to eat from all food groups from day one.

Following the same scientifically-validated nutritional principles of the traditional Atkins 20 plan which allocates 20g Net Carbs in a daily diet, Atkins 40 is backed by 31 scientific studies which demonstrate that people can begin to burn fat for fuel with 40g Net Carbs per day. Atkins 40 is designed for people who have 40 pounds or less to lose. Atkins is founded on the principles of optimal protein intake, adequate healthy fat intake and low carbohydrate consumption, which allow the body to burn fat for fuel, otherwise known as ketosis.

Enabling flexibility and customization of menus, Atkins 40 guides consumers to make food choices from an allowance of vegetables, nuts/seeds, a variety of fruits, whole grains, legumes, as well as dairy including whole Greek yogurt and cheeses. Keeping a focus on portion control, the eating plan continues to emphasize nutrient-dense carbohydrates and avoiding added sugars.

Atkins focuses on counting Net Carbs, not calories, as carbs are fat storage drivers that directly impact weight gain. To help consumers track their daily net carb intake, Atkins is offering a portfolio of interactive tools on its website (www.atkins.com).

“We created Atkins 40 as another entry point for people seeking a broader menu option while losing weight. This new program complements the current entry level program, the classic Atkins 20, and teaches people how to eat for life,” said Colette Heimowitz, vice president of nutrition and education for Atkins. “In our review of scientific studies, we found that when people adjusted their carb intake to their individual tolerance, they lost weight over the long term. For studies conducted over one year at a 40g Net Carb daily intake, the average weight loss was 13 pounds.”

A typical day on Atkins 40 consists of:

• Approximately 15g Net Carbs from high fiber Foundation Vegetables
• Remaining 25g Net Carbs chosen freely from the expanded acceptable foods list (Greek yogurt, fruit, nuts, whole grains and legumes)
• 3 ~ 4-6 oz. servings of lean protein
• 2-4 servings of healthy fats throughout the day
• 6-8 glasses of water
• A daily multi-vitamin

About Atkins Nutritionals, Inc.
Atkins Nutritionals, Inc. is a leader in the weight control nutrition category, and offers a powerful lifetime approach to weight loss and management. The Atkins Diet focuses on a balanced diet with reduced levels of refined carbohydrates and added sugars and encourages the consumption of protein, fiber, fruits, vegetables and good fats. Backed by research and consumer success stories, this approach allows the body to burn more fat and work more efficiently while helping individuals feel less hungry, more satisfied and more energetic.

Atkins Nutritionals, Inc., manufactures and sells a variety of frozen meals, nutrition bars, shakes and snacks designed around the nutritional principles of the Atkins Diet™. Atkins’ three product lines: Advantage®, Day Break™ and Endulge™ appeal to a broad audience of both men and women who want to achieve their weight management goals and enjoy a healthier lifestyle. Atkins products are available online at atkins.com and in more than 50,000 locations throughout the U.S. and internationally. For more information, visit atkins.com.