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The Atkins Lifestyle Declared The New Basic Black of Nutrition By Top New York Fashion Experts

Posted on: Thursday, 3 February 2005, 09:00 CST

NEW YORK, Feb. 3 /PRNewswire/ -- Atkins Nutritionals, Inc., the controlled-carb experts, will show that a long-term healthy lifestyle is what's "in" this year as well as any year, providing educational materials, breakfast bars, snacks and low-carb cocktails at the 2005 7th on Sixth New York City Fashion Week shows. The February 4th -- 11th affair is internationally recognized as the most important US event in fashion and one of the most important globally along with Paris, London and Milan. Atkins will use the opportunity to premiere a range of new products in their Advantage(TM) and Morning Start(TM) lines of healthy foods along with a contemporary update to their classic logo. Additionally, Atkins has teamed up with stylish NYC nightlife spot Lotus and Kettle One Vodka to create the limited-edition Atkins Triple Berry Martini. Fashion Week attendees will now be able to kick back and participate in the fun and festivities without having to worry about their carbs.

"We always try to get companies on board that exemplify what's hot in today's culture and with so many people doing low-carb, we knew Atkins was a perfect fit," says Fern Mallis, executive director of Fashion Week.

Aside from constant presence during the week, Atkins has accepted the challenge of making the beautiful even more fabulous both inside and out by providing a makeover for the staff of IMG Fashion, the global marketing and management firm responsible for Fashion Week.

"We're thrilled that attendees at Fashion Week as well as the staff of the event's publication, Fashion Week Daily, have recognized that beauty, style and fashion really starts with good nutrition and healthy eating," says nutritionist Colette Heimowitz, M.Sc., vice president of education and research for Atkins Nutritionals, Inc., as well as a guide and source of inspiration for those undergoing the makeover process. "Our approach is as cutting edge as it is nutritious, allowing you to eat a wide variety of delicious foods to help make positive changes in your life."

The staff of IMG received Atkins books and products, along with counseling from Atkins' own staff of nutritionists to learn how to incorporate good eating principles into their already hectic lives.

"Our schedules under the tents at 7th on Sixth can be crazy. In the past my mantra has been 'eat anything that is available.' But Atkins has helped me learn about distinguishing good carbs from bad, so not only am I dropping pounds but my energy has skyrocketed," says Lisa Silhanek, publisher of Fashion Week Daily. "The IMG staff and I cannot get over how easy Atkins is to follow and we are ready to make it not just a quick-fix, but our new lifestyle."

Products made by Atkins Nutritionals, Inc. (ANI), the original experts on the low-carb lifestyle, are formulated to provide a wide range of health benefits, good taste and convenience. Atkins products span a number of food categories including nutrition bars, shakes, breakfast foods, and indulgent treats. Atkins products are ideal for anyone interested in the benefits of a controlled-carbohydrate nutritional approach or who is looking for healthier alternatives to so-called nutrition products that are actually full of added sugars and trans fats. Atkins flagship Advantage(TM) nutrition bars are the top sellers in the nutrition bar category, and are packed with protein, fiber and vitamins and minerals without added sugars or trans fats. In 2004, ANI introduced the "Net Atkins Count" based on a patent-pending clinical method for determining the impact of a single serving on an individual's blood sugar level, thus providing the most accurate net carb gram count of any product on the market.

The Atkins Nutritional Approach(TM) (ANA(TM)) is a scientifically validated nutritional strategy for weight control and better health based upon controlling carbohydrate consumption. With its emphasis on nutrient-dense carbohydrates as part of a balanced eating plan that includes a variety of protein sources, vegetables, fruits and whole grains, the Atkins lifestyle has been recently recognized for its consistency with many of the revised USDA recommendations. The ANA provides each person with information on restricting carbohydrates that have the greatest impact on blood sugar along with the tools one needs to find their individual level of carbohydrate intake, below which weight loss is achieved and above which weight gain occurs.

Atkins Nutritionals, based in Ronkonkoma, New York, was founded by Dr. Robert C. Atkins in 1989. Today, Atkins Nutritionals is a fast-growing international enterprise providing a broad range of convenience foods, snacks, indulgent treats, supplements and information products designed to serve the millions of consumers who have adopted the controlled-carbohydrate lifestyle. The company's products are sold in the natural, nutritional, food, mass and drug retail channels. For more information, please visit http://www.atkins.com/.

Atkins Nutritionals

CONTACT: Greg Maliczyszyn of Atkins Nutritionals, Inc., (office)+1-212-457-9245, or (cell) +1-908-963-0024, gmaliczyszyn@atkins.com

Web site: http://www.atkins.com/

Source: PRNewswire

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