潜水简介:
- Just over one in 10 Americans were aware of "hidden sugars" consumed through carbohydrates, according to a study conducted by Atkins Nutritionals.
- Millennials knew the least in the study, with just a third selecting correct nutrition components.
- On the heels of this study, Atkins is kicking off an educational effort called "The Hidden Sugar Effect." It includes网站这是一种虚拟现实经历，称为Atkins Sugar护目镜，并通过与HealthCorps建立合作伙伴关系在高中进行了教育计划。
Dive Insight:
阿特金斯（Atkins）一直是几代人的家喻户晓的名字，这种“隐藏的糖”推动正在对营养公司的信息进行现代化。在2000年代初期，许多美国人遵循低碳水化合物的阿特金斯饮食，以减轻体重 - 使“低碳水化合物”成为食品流行语。阿特金斯饮食效果是因为当一个人吃的碳水化合物较少时，body turns to its stored fatsfor energy.
While popularity of the Atkins diet has faded, the eating plan and its specially formulated food products never went away. And today, with consumers paying close attention to sugar content in products, it makes sense for Atkins to change its message to fit in with those concerns.
When a person eats carbohydrates, the body breaks them down into sugars, which then enter the blood stream and are used for energy. Atkins Nutritionals' new campaign uses that process to explain the impact of eating carbohydrates to today's consumer. The underlying message — too many carbs are detrimental to health — is largely the same as it was 15 years ago.
By speaking to today's consumers in language they understand (especially millennials, who were likely too young to grasp the concepts behind low-carb eating when the Atkins diet was in its heyday), Atkins is making a smart move to stay relevant. However, the more complex chemistry involved in converting carbohydrates to sugar may give the new campaign limited staying power.
这不是公司深入现代市场的第一步。去年，阿特金斯宣布partnership with mealkit company Chef'dto provide easier access to cook-at-home low-carb meals.
