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Unilever's Slim-Fast Sales Suffer from Atkins Diet.
Knight Ridder/Tribune Business News, April, 2004
By Brian O'Connor, Daily Mail, London Knight Ridder/Tribune Business News
Apr. 29--UNILEVER has been Atkinned again. The Knorr soup, Liptons tea and Dove soap giant's market value plunged UKpound 1 billion as the Atkins diet left sales of its Slim-Fast range looking slimmer than ever.
Slim-Fast lost 15 points of its US market share last year and is taking a long time to recover.
It fought back with a range of five low-carbohydrate products in December and these now account for 20 percent of its sales.
It will launch a further 17 lowcarb products, and overhaul its "shakes" drinks.
But this has not yet offset the fall in Slim-Fast's older range, which was swept aside by the Atkins tide.
In the early days,...
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