wovenwonder
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Dr. Atkins Is Getting Fat
It's not his waistline that's growing -- it's his wallet. Here's how Atkins Nutritionals turned the diet world's flavor of the month into a $100 million-plus empire.
By Susan Orenstein, April 2003 Issue
Robert Atkins doesn't want dessert. "I've got to lose 3 pounds," says the famed diet doctor, sitting in a French restaurant near his home on the Upper East Side of Manhattan. He passes on the creme brulée, the fig tart, and the chocolate mousse cake, but he does order a cappuccino made with cream, a request that stumps the waitress. "It won't foam," she tells him, but he insists. After all, Atkins has made his name instructing millions that the way to peel off pounds is to steer clear of sugar and other carbohydrates but pour on the creamy fat. Now, at 72, white-haired and a little stocky, he's following his own advice, trying to trim down before the arrival of a film crew from Dateline, one of the many media outlets tracking him down these days.
Atkins's waistline may be shrinking, but his business empire is expanding -- wildly. He is, in particularly American style, having a moment. Though he first hit the best-seller list in the early 1970s with Dr. Atkins' Diet Revolution, he is enjoying a dizzying turnaround in public perception. He has been dismissed by mainstream medicine as a quack for much of his career, but now, for the first time, some scientists are willing to entertain the possibility that there may be something to his low-carb, bring-on-the-cheeseburgers diet. Between the American media machine and good marketing, that subtle shift has had a seismic impact: Hordes of people now think Atkins has been vindicated. Though no statistics exist, untouched bread baskets at restaurants across the country are evidence enough of the diet's surging popularity. Whatever that means for the nation's arteries, it has served up a unique business opportunity for Atkins's company, Atkins Nutritionals. And the doctor and his executives are chowing down.
Interesting Read (entire article here)
It's not his waistline that's growing -- it's his wallet. Here's how Atkins Nutritionals turned the diet world's flavor of the month into a $100 million-plus empire.
By Susan Orenstein, April 2003 Issue
Robert Atkins doesn't want dessert. "I've got to lose 3 pounds," says the famed diet doctor, sitting in a French restaurant near his home on the Upper East Side of Manhattan. He passes on the creme brulée, the fig tart, and the chocolate mousse cake, but he does order a cappuccino made with cream, a request that stumps the waitress. "It won't foam," she tells him, but he insists. After all, Atkins has made his name instructing millions that the way to peel off pounds is to steer clear of sugar and other carbohydrates but pour on the creamy fat. Now, at 72, white-haired and a little stocky, he's following his own advice, trying to trim down before the arrival of a film crew from Dateline, one of the many media outlets tracking him down these days.
Atkins's waistline may be shrinking, but his business empire is expanding -- wildly. He is, in particularly American style, having a moment. Though he first hit the best-seller list in the early 1970s with Dr. Atkins' Diet Revolution, he is enjoying a dizzying turnaround in public perception. He has been dismissed by mainstream medicine as a quack for much of his career, but now, for the first time, some scientists are willing to entertain the possibility that there may be something to his low-carb, bring-on-the-cheeseburgers diet. Between the American media machine and good marketing, that subtle shift has had a seismic impact: Hordes of people now think Atkins has been vindicated. Though no statistics exist, untouched bread baskets at restaurants across the country are evidence enough of the diet's surging popularity. Whatever that means for the nation's arteries, it has served up a unique business opportunity for Atkins's company, Atkins Nutritionals. And the doctor and his executives are chowing down.
Interesting Read (entire article here)