Atkins has launched a new ready-to-drink protein shake called Plus Protein.
Available in three flavours, Dark Chocolate, Iced Coffee and Banana Caramel, Plus Protein is said to contain 25g of protein per 400ml bottle. The new product is also claimed to only have 2.4g of carbohydrates and 2g of sugar.
Atkins Country Manager for Australia and New Zealand Richard Sullivan says that as a brand at the forefront of low carb eating, Atkins is well positioned to adapt to changing consumer preferences.
“We’ve noticed a growing desire from our customers who are looking beyond weight management to options to improve their overall health through smarter food and snacking options,” he said.
“The Atkins philosophy is based on encouraging consumers to ‘eat right, not less’. We anticipate Plus Protein will appeal to both male and female consumers, and we believe the low carbohydrate and sugar content, combined with the high protein content and outstanding flavours and texture will make Plus Protein a popular pick for those looking for excellent nutritional value as well as great taste for pre- or post-workout snacking, or an easy option on the go.
“Protein is a key factor helping many consumers reach their health and fitness goals, especially in the ready-to-drink and snack foods category. Sports performance drink buyers are looking for a higher protein content in their ready-to-drink purchases, particularly dairy-based protein. Additionally, the good fats in Plus Protein help keep people satiated, eliminating cravings for unhealthy high-carb or high-sugar alternatives.”
According to Atkins, Plus Protein will stand out on the shelves thanks to a strong, solid blue packaging design with a convenient screw cap which has been created to target the sports performance category as well as consumers purchasing weight management ready-to-drink options.
“Our key message for 2019 is to ‘choose wisely’, and we’re committed to educating consumers about making smart dietary choices and improving their health by avoiding excess carbohydrates and sugar rather than dieting,” Mr Sullivan said.
Plus Protein retails for $4.29.