Simply Good Foods repositions Atkins to target former GLP-1 medication users

Simply Good Foods has repositioned its Atkins weight loss brand to target consumers who have stopped using GLP-1 medications, Food Dive reported. The strategic shift follows a 20.9% decline in Atkins brand sales during the company's 2026 fiscal year, as parent company Simply Good Foods struggled to capitalize on modern health trends. [1]

Data cited by Food Dive from Morgan Stanley indicates that as many as 55 million Americans, representing approximately 15% of the population, are projected to use GLP-1 medications by 2035. This figure is nearly double current user levels. However, most consumers do not stay on these medications long term, with many discontinuing usage within one year. [1]

Glucagon-like peptide-1 is a peptide hormone secreted by intestinal L-cells and brainstem neurons that lowers blood sugar and suppresses appetite to decrease energy intake. As FTMQ Food reported earlier, manufacturers including Nestlé have also begun developing targeted dietary products to help former GLP-1 users maintain weight loss and reduce weight regain after stopping the drugs. [3][5]

The operational shift by Simply Good Foods reflects broader grocery and manufacturing responses to changing pharmaceutical adoption. As FTMQ Food previously reported, grocery chains such as The Giant Company, Publix, and Wakefern have similarly established tailored store tours and specialized retail programs to assist consumers using GLP-1 treatments. [4]