Atkins introduced a new creative campaign, "Atkins Way," an embodiment of the brand's new emotional brand positioning, along with a series of new product offerings.

By acknowledging the feelings of isolation and frustrations that many experience, Atkins Way offers a better way, providing freedom from a lifetime of dieting through a joyful approach to eating, says the brand. In this new campaign, Rob Lowe, who has been an Atkins advocate for more than two decades, serves as a relatable and aspirational tour guide.

The collection includes:

- Coffee House Collection Latte Meal Bars provide as much caffeine as a cup of coffee. Made with real coffee, bars are available in Mocha and Vanilla Latte flavors, each offering 15g of protein, 2g of sugar, 4 net carbs, and 15g of fiber to keep energy levels up throughout the day.
- Atkins Endulge Truffles: Available in Milk and Dark Chocolate varieties, the truffles feature a velvety ganache center, covered in a thin layer of chocolate. With only 2g of net carbs per serving, Atkins is the only low-carb, low-sugar truffle option on the market, per the brand.
- Atkins Endulge Gummy Bears: The gummy bears have less than 1g of sugar and 2 net carbs and are available in Regular and Sour varieties.

Atkins Coffee House Collection Latte Meal Bars, Atkins Endulge Truffles, and Atkins Endulge Gummy Bears, in addition to Atkins Strong High Protein Shakes, are available now in select retailers, including Shop.Atkins.com.