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Atkins reborn

This article was originally published in The Tan Sheet

Executive Summary

Atkins Nutritionals has "emerged from bankruptcy" after completing its Chapter 11 reorganization in five months, the company announces Jan. 10. A new business strategy focuses on "convenient, portable and nutritious food products" for "healthy, active men and women," Atkins states. The firm will spend $40 mil. promoting the Advantage line of bars and shakes; an ad campaign launched Jan. 8 in People, Newsweek, U.S. News & World Report, Business Week, The New York Times, Life and Sports Illustrated. Atkins filed for bankruptcy in August (1"The Tan Sheet" Aug. 8, 2005, p. 10)...

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