Leading American diet food-maker Atkins will soon launch its weight management products in the

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domestic market, a top company official said.

"Within the next three to six months, you will see Atkins products here. We are trying to find the right distributor that can hawk our products and run our educational training system to begin with. Later on, we may look at opening Atkins Clinics," Atkins Regional Director for the Middle East, Africa and Asia, Greg Boucher, told PTI here.

Denver-based Atkins Nutritionals Inc is a diet/healthy foods major, specialising mostly in sugar-free products. Its most popular brands are Advantage, Day Break, and Endulge. At present, the $2.4 billion company markets its wares in 16 countries.

Boucher also said the company would initially invest about Rs 2.4 crore in the country.

On the company's distribution plans, he said the products will be sold at hypermarkets, pharmacies and fitness clubs, besides other avenues.

"We are looking at the pricing now and meeting regulatory compliances. We want to ensure that our products are not overpriced," he said.

On the rationale for entering India, he said, "We have been looking at the market for about five years and now we are ready. Awareness about obesity and overweight issues is increasing here."

The market for diet foods is still at a nascent stage in the country and there are only a few companies and products available, such as Horlicks' Nature Valley, Rite Bite and Nutri Bar snack bars.

Citing a recent Aventis study that surveyed Delhi, Boucher said, "About 21 per cent of Delhiites suffer from diabetes and hypertension. Of the diabetic population that was surveyed, two out of three had uncontrolled diabetes. This study was one of the reasons that made us look at Indian markets."

Atkins also plans to launch books and recipes suitable for this market. It will also introduce snack bars, chocolates, bread and bake mixes, high fibre and high protein pastas, besides readymade milk shakes and protein shakes.

When asked if Atkins will rope in a celebrity to endorse the products, he said, "We are not running after celebrities, though we have had a few brand ambassadors in the West. However, we have spoken to a few here in this regard, but we haven't made up our mind yet. But our focus is not just the elite."