Atkins Brand Targets Former GLP-1 Medication Users
The brand is adjusting its strategy as it works to support adults navigating potential weight regain after treatment.
Updated on Oct. 28, 2026 in Weight Loss
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Simply Good Foods is repositioning its Atkins brand to target consumers who have discontinued GLP-1 medications. The shift comes as the company reports a 20.9% sales decline for the brand during 2026.
Why it matters
The company aims to address the challenge of weight regain, which affects up to two-thirds of individuals within one year of stopping GLP-1 medications. This strategy attempts to stabilize performance amid broader financial pressures at the company.
A company financial report shows that Atkins brand sales declined by 20.9% in 2026. Data indicates that up to two-thirds of lost weight is typically regained within one year of discontinuing GLP-1 medications.
The players
Simply Good Foods
A food company focused on nutrition and weight management products.
Joseph Scalzo
The current CEO of Simply Good Foods who returned to the leadership role in early 2026.
The details
The brand is shifting its strategy by redesigning its website to feature science-based content and educational resources for those managing weight after medication use. Additionally, Simply Good Foods has expanded its marketing investment across streaming, digital, and social media platforms to reach this specific audience. This change follows a fiscal year where the company recorded a write-down on the value of both its Atkins and Owyn brands.
Timeline
January 2026: Joseph Scalzo returned as CEO of Simply Good Foods.
September 2026: The company launched a new marketing campaign.
October 2026: The company announced the brand repositioning during its earnings call.
Health Landscape
The push to reach former GLP-1 users reflects a response to the projection that 55 million Americans will be on weight-loss medications by 2035. It highlights the growing focus on sustaining results once individuals transition off these treatments.
If you are considering discontinuing a GLP-1 medication, it is important to discuss a sustainable weight-maintenance plan with your physician. Focusing on evidence-based lifestyle changes remains a primary strategy for preventing weight regain after stopping any prescription treatment.
The takeaway
Research indicates that weight regain is common after ceasing GLP-1 therapy, making long-term support essential. Always consult your primary care provider or a registered dietitian before making changes to your post-medication nutrition and exercise habits.
Further reading
Learn more about sustainable approaches in our Weight Loss section.
Source note: This article includes information reported by Food Dive.
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Do you trust that consumer health brands can effectively help you manage weight after stopping GLP-1s?
