Atkins

We partnered with Atkins to build a pipeline that reflects their refreshed positioning and better positions the brand for growth in an evolving weight management category.

Capabilities

Platform Development

Ideation

Concept Development

Challenge

As consumer views on weight management continued to evolve, Atkins seized the moment to shift its positioning from a focus on diet to a focus on weight management. They were looking to build an innovation pipeline to bring the brand refresh to life and grow new households.

Action Taken

DuPuis partnered with Atkins to craft a 3-5 year innovation pipeline that would leverage Atkins brand equities, revised positioning and innovation strategy. We began by digging into the new wellness landscape & trends, the competitive set and the target consumer. We carved out platform opportunity spaces and narrowed down to the most fruitful to develop innovation platforms. In a cross-functional, collaborative CampFire ideation session, we brainstormed close-in flavors, product extensions and new format ideas. More than 60 consumer-facing concepts, including custom visuals, were developed for quant testing.