Page 9 - Food & Drink Magazine July 2018

packaging to be relevant locally. For example, the US range of snack bars features peanut butter-orientated flavours
and overall, taste profiles tend to be sweeter.
This doesn’t appeal to local customers; therefore, we adapt the taste profiles accordingly. In fact, from a supply viewpoint, we have an internal desire to be
This includes local consumer testing and several rounds of research and development.
We are currently developing two new Endulge low sugar confectionery items, and these will be launched late 2018. We are also looking to trial some of the meal components available in international markets such as the reduced carb tortilla wraps, crackers and muesli through select resellers.
Sales are going really well. Total business grew 6.5 per cent last year and we are on track to grow another 4.5 per cent this year. This is considered good and solid growth for an established brand operating in a competitive space - a space where competition nowadays comes from both the diet and sports nutrition categories.
Distribution continues to expand. For example, in mid-2017, the Atkins brand entered Coles Express convenience in 500 locations, and has since expanded the range with the addition of two more products.
Atkins AU also entered 665 7Eleven locations during April 2018, and we are continuing to expand distribution into IGA supermarkets Australia- wide, as well as expand our footprint in major retail through NPD and incremental trade investments.
Our recently appointed ambassador Rob Lowe is also a great representative of the low carb lifestyle, having followed an Atkins low-carb approach for years. He is well known in Australia and speaks to Australian consumers, as Australians are well-versed in the benefits of living a low-carb lifestyle.
As an Atkins ambassador, Lowe is helping communicate the broader benefits of low- carb living and working to encourage consumers to lead
a healthy lifestyle over the long-term, as opposed to taking partinfaddiets. ✷
AT A GLANCE
NAME: Richard Sullivan POSITION: Australia/ New Zealand
managing director.
TRENDS TO WATCH: Low carb meal options, low sugar confectionery, and natural ingredients.
BUSINESS GOALS: Wider distribution and new product development.
BLUE SKY
✷
“ Australian consumers have a strong understanding of the importance of good nutrition, and the benefits of reduced carbohydrate and sugar consumption.”
more locally independent, therefore have started migrating production of several products to Australia.
Ensuring the products taste amazing is paramount and something we pride ourselves on. It’s often tempting to get a new product to market as quickly as possible, however we won’t compromise on taste and will always take the time needed to get the product right.
natural ingredients including roasted nuts, dried fruit, are gluten-free and contain 8g of protein per bar.
Free from artificial colours, preservatives and flavours, Harvest will join our range of reduced carb and sugar guilt-free snacks and will be available in three flavours: dark chocolate sea salt caramel, apricot almond and coconut, and mixed nuts and chocolate.
Q
What else is in store
for the brand – is the range expanding?
Atkins is set to launch a new range of bars, the Atkins Harvest trail bars later this year. The bars are packed with
www.foodanddrinkbusiness.com.au | July 2018 | Food&Drink business | 9