The Atkins diet was the arguably the biggest phenomenon in the weight-loss world over the course of the last decade - at one point (circa 2003) it was being followed by one in 11 adults in North America.

Its re-analysis of the problem of obesity in the western world led to a ‘low-carb craze’ throughout that entire region, as followers opted out of carbohydrate laden dishes (particularly of the refined variety) and into meats, cheeses and unprocessed foods.

However, the diet’s popularity has since fallen off dramatically, partly occasioned by the premature death of its creator Dr Robert Atkins, although this was found to be unrelated to his eating regime.

Atkins bars: making a meal of it

Although the exact nature of the team’s tactics are still under wraps they have confirmed that they will be “working closely with a leading UK medical expert to support the science behind the revised diet” and also teaming up with an as yet unnamed “Hollywood A-lister” to front the campaign.

In a statement from the agency MD Sandy Lindsay said: “This is a great win for the agency. We have a huge amount of experience in the food, health and lifestyle sectors, so for us this is a fantastic brand to be working on.

“We realise there are misconceptions when it comes to Atkins, so we are looking forward to changing peoples’ opinions.”

The Atkins diet is operated and marketed by Atkins Nutritionals, which was founded by the eponymous doctor in 1989.

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