B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • AFL
  • B&T Women in Media
  • NRL
  • Anthony Albanese
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • Meta
  • ARN
  • AI
  • Federal Election
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Low-Carb Leader Atkins Launches New Plus Protein Shake
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > Low-Carb Leader Atkins Launches New Plus Protein Shake
CampaignsMedia

Low-Carb Leader Atkins Launches New Plus Protein Shake

Staff Writers
Published on: 1st July 2019 at 8:37 AM
Staff Writers
Share
4 Min Read
SHARE

In response to growing demand from consumers seeking healthier snacks to complement their high-protein, low-carb approach to eating, leading low-carb lifestyle brand Atkins has launched a new ready-to-drink protein shake – Plus Protein.

Available in three tasty flavours, Dark Chocolate, Iced Coffee and Banana Caramel, low-carb low-sugar Plus Protein contains a whopping 25 grams of protein per 400 ml bottle, only 2.4 grams of carbohydrates and two grams of sugar, which compares favourably to currently available ready-to-drink alternatives on the Australian market.

By comparison, a 375ml Aussie Bodies’ Protein Revival ready-to-drink contains 29.7g of carbohydrates and 29g of sugar; while a 375ml Musashi P30 contains 27.8g of carbohydrates and 18.8g 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.

Sullivan commented: “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.

“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.”

He added: “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.”

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.

Sullivan continued: “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.”

Atkins brand ambassador, US actor Rob Lowe, has been living the Atkins low-carbohydrate lifestyle for many years.

Lowe explained: “I want to help people understand that living a healthy life doesn’t mean you have to sacrifice great-tasting food.

“It’s just about making small decisions that lead to big results.”

Atkins Nutritionals supports a growing community who choose to embrace the Atkins low-carb approach as a lifestyle choice for both improved health and weight management.

The brand’s website provide low-carb recipes, planning tools, weight loss tips and a supportive forum providing plenty of real-world inspiration from those successfully living the low-carb lifestyle.

Plus Protein will retail for $4.29 and will be available from Coles, Woolworths, selected IGA supermarkets, selected pharmacies and Catch.com.au.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: rob lowe
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Parliament House, Canberra
Federal Government Reviews Creative Agency Roster, Replaces Panel With ‘More Secure’ Village Model
02/07/2025
Resolution Digital Reshapes Leadership Team
02/07/2025
Aon Kicks Off Major Global Creative & Media Shake-Up
02/07/2025
AI Adoption Is Surging In Australia But Does It Risk ‘Dehumanising’ Us?
02/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?