Atkins Launches Controlled-Carbohydrate Frozen Pizza

NEW YORK, May 26, 2004 -- Atkins Nutritionals, Inc. (ANI), announced today the introduction of a new line of controlled-carbohydrate frozen pizzas. Atkins Quick Quisine(TM) Pizza is available in three varieties and will be distributed nationwide by Sara Lee Foods.

"As Americans change the way they think about nutrition, it is critical that low-carbohydrate food products deliver what they promise," said Matt Wiant, senior vice president and chief marketing officer, Atkins Nutritionals, Inc. "These products must not only taste good but they must also be designed to support scientifically proven nutritional approaches such as Atkins. A simple claim of low-carb on the label doesn't make a food product good for the consumer. It was for this very reason that our food scientists and the team at Sara Lee Foods worked for months to ensure that the new pizza line was absolutely compatible with the Atkins Nutritional Approach."

According to, pizza has been the most popular dish in America for the past 50 years and may be the one truly global food, with variations served in more countries worldwide than any other type of food. With the demand for new low-carb foods at an all-time high, pizza was an inevitable choice.

"Atkins is committed to educating consumers about the health benefits of controlled-carbohydrate nutrition," said Wiant. "But we also want consumers to have the tools they need to make their lifestyle enjoyable and packaged foods are part of that. Since pizza is such a popular part of the traditional American diet, we were excited about producing a low-carb alternative."

"Though we encourage consumers to eat whole foods," said Colette Heimowitz, vice president of education and research for Atkins, "we realize that consumers need a broad range of food options in order to stick with their long-term weight management and health goals. So, even if they don't have time to cook a healthy, low-carb meal and have to prepare a packaged product, they can trust that product will fit into their lifestyle if it carries the Atkins A."

A study in the March 10, 2004 issue of the Journal of the American Medical Association stated that obesity was rapidly overtaking cigarette smoking as the leading cause of preventable death in this country. Millions of Americans (estimates suggest as many as 32 million) have turned to low-carbohydrate nutrition to combat this growing epidemic.

"People have turned to a controlled-carbohydrate lifestyle for better long-term health," said Wiant. "Some food companies jumped on the low-carb bandwagon but turned a blind eye to the science behind this nutritional approach. They are doing a disservice to the American public."

Atkins Quick Quisine(TM) Pizza, which contains 70 to 80 percent fewer digestible grams of carbohydrates than traditional pizza, is the latest in a growing line of more than 200 low-carbohydrate foods and nutritional supplements from ANI. Available in three flavors -- Supreme, Smokehouse and Pepperoni -- each of the single-serving pizzas in the Atkins Quick Quisine(TM) Pizza line has only 11g Net Carbs*, contains more fiber and protein than traditional counterparts, and has no hydrogenated oil. The Supreme pizza is topped with Italian sausage, pepperoni, black olives, mushrooms, green and red peppers and onions. The Smokehouse variety is topped with pepperoni, Italian sausage and bacon.

Consumers will not only be able to find the Atkins Quick Quisine(TM) Pizza in supermarkets, but they will also have a choice while dining out.

"Consumers who are following a controlled-carbohydrate program, such as Atkins, dine out as frequently as people who are not," said Mark Rodriguez, senior vice president for food service, Atkins Nutritionals, Inc. "With the help of Sara Lee's Foodservice Division, we equip foodservice operators with quality food for their patrons to enjoy away from home, without altering their lifestyle."

Sara Lee Foodservice unveiled the Atkins branded pizzas during the National Restaurant Association Show in Chicago May 22 to 24, 2004.

Atkins Nutritionals, Inc., was founded by Dr. Robert C. Atkins in 1989 as Complementary Formulations and changed to ANI in 1998. Today, ANI is a fast-growing multimillion dollar enterprise providing a broad range of convenience foods, baked goods, snacks, condiments, supplements, and information products designed to serve the millions of Americans who have adopted the controlled-carbohydrate lifestyle. ANI's stated mission is: To help people enjoy healthier lives, Atkins will be the pioneer and leader in providing innovative nutritional and information products based on controlled-carbohydrate nutritional science and rooted in the Atkins Nutritional Approach(TM). The Atkins Nutritional Approach(TM) consists of four phases: Induction, Ongoing Weight Loss, Pre-Maintenance and Lifetime Maintenance and focuses on controlling carbohydrate intake while consuming nutrient-dense, unprocessed foods and incorporating supplements and exercise into one's lifestyle.

About Sara Lee Foods

Sara Lee Foods, a division of Sara Lee Corporation, manufactures and markets a variety of packaged food products within the United States, Europe and Mexico. Sara Lee Foods' leading brands include Sara Lee, Jimmy Dean, Ball Park, Hillshire Farm, State Fair, Aoste, Justin Bridou, Nobre, Kir and Zwan. For more product or recipe information, please visit the Sara Lee Foods Web site at

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