Reality TV Star Heather Gay and Atkins Flip the Script on Weight Wellness for GLP-1 Users

Rhea-AI Summary

Simply Good Foods (Nasdaq: SMPL) on Jan 15, 2026 announced a partnership between Atkins and Heather Gay that highlights a pilot clinical trial on nutrition for GLP-1 users. The study found Atkins' tailored GLP-1 eating approach increased protein and fiber intake, was generally well tolerated, and showed a trend toward less muscle loss during weight loss. The company promoted specific product nutrition: Atkins High Protein Strong Shakes (30g protein, 7g fiber, 3g net carbs, 1g sugar) and bars with 15–30g protein. The firm said more research is warranted and intends to publish the data.

Positive

• Pilot trial reported improved protein and fiber intake for GLP-1 users
• Atkins Strong Shakes contain 30g protein and 7g fiber
• Atkins bars provide 15g–30g protein per serving

Negative

• Findings are from a pilot study and not yet peer‑reviewed
• Company notes more research is warranted before firm conclusions

News Market Reaction

+0.76%

1 alert

+0.76% News Effect

On the day this news was published, SMPL gained 0.76%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Protein per shake: 30g Fiber per shake: 7g Net carbs per shake: 3g +5 more

8 metrics

Protein per shake 30g Atkins High Protein Strong Shakes, per serving

Fiber per shake 7g Atkins High Protein Strong Shakes, per serving

Net carbs per shake 3g Atkins High Protein Strong Shakes, per serving

Sugar per shake 1g Atkins High Protein Strong Shakes, per serving

Protein per bar 15g or more Atkins High Protein Bars, per serving

Fiber per bar 7g Atkins High Protein Bars, per serving

Retail locations more than 43,000 Atkins product availability in the U.S. and internationally

Clinical studies more than 100 Clinical studies supporting Atkins nutritional principles

Market Reality Check

Price: $18.77 Vol: Volume 1,753,103 is below...

normal vol

$18.77 Last Close

Volume Volume 1,753,103 is below 20-day average 2,098,200 (relative volume 0.84x). normal

Technical Price 20.99 trades below 200-day MA at 27.97 and well under 52-week high 40.01, closer to 52-week low 18.45.

Peers on Argus

SMPL was down 1.27% while key peers were mixed: FLO +3.91%, CENTA +1.39%, JJSF +...

SMPL was down 1.27% while key peers were mixed: FLO +3.91%, CENTA +1.39%, JJSF +2.04%, FRPT -0.14%, NOMD -1.0%. Moves do not indicate a unified packaged foods sector trend.

Historical Context

5 past events · Latest: Jan 08 (Negative)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Jan 08	Q1 2026 earnings	Negative	+6.6%	Sales, income, EBITDA and margins declined but shares rose post-report.
Jan 05	Product launch	Positive	-3.7%	Quest expanded chips flavors and better-for-you positioning; stock fell next day.
Dec 17	Earnings date notice	Neutral	+2.9%	Announcement of timing and access details for upcoming earnings call.
Oct 23	FY25 earnings	Negative	-17.4%	Impairment on Atkins and softer FY26 outlook accompanied a sharp share decline.
Oct 22	Product launch	Positive	-1.9%	Quest’s first protein donuts launched, yet shares slipped afterward.

Pattern Detected

Product and brand news (Quest, Atkins) have often seen muted or negative next-day moves, while earnings have produced larger, more directional reactions.

Recent Company History

Over the last six months, SMPL combined brand innovation with mixed financial results. Quest launched new chips flavors and later protein donuts, both positive brand developments that coincided with small next-day share declines. Fiscal Q4 2025 results included a $60.9M Atkins impairment and cautious FY26 outlook, followed by a -17.35% move. Q1 2026 showed modest net sales decline to $340.2M and weaker profitability but the stock rose 6.61%. Today’s Atkins–GLP-1 study and partnership fits the pattern of brand-led nutrition positioning amid a challenged share price near 52-week lows.

Market Pulse Summary

This announcement showcases Atkins’ attempt to position its high-protein, high-fiber products around...

Analysis

This announcement showcases Atkins’ attempt to position its high-protein, high-fiber products around the rapid adoption of GLP-1 medications, supported by a pilot clinical trial and detailed nutrition profiles with up to 30g protein per shake. In recent quarters SMPL combined innovation with mixed financial performance and a share price near the lower end of its 52-week range. Investors may watch how GLP-1-focused offerings translate into measurable sales and margin trends in upcoming earnings.

Key Terms

glp-1, cardiometabolic health, insulin resistance, rtf shakes, +1 more

5 terms

glp-1 medical

"Heather's journey paired with new science-backed solutions are empowering GLP-1 users"

GLP-1 (glucagon-like peptide-1) is a natural hormone in the body that helps regulate blood sugar levels and appetite. Its significance to investors lies in its role as the basis for a class of medications that address conditions like type 2 diabetes and obesity, which are large and growing markets. Advances or investments in GLP-1-based treatments can signal opportunities in healthcare innovation and potentially impact pharmaceutical companies’ growth.

cardiometabolic health medical

"may help GLP-1 users improve certain health markers, such as those related to cardiometabolic health"

Cardiometabolic health describes how well the heart and the body's metabolic system work together, reflected by measures like blood pressure, cholesterol, blood sugar, body weight and how the body handles insulin. Investors care because population trends in these measures influence future healthcare costs, demand for medicines and devices, insurer and employer expenses, and worker productivity—like an engine and fuel system whose condition affects a car’s performance and long‑term value.

insulin resistance medical

"how these changes may help support secondary health outcomes, like insulin resistance and healthy cholesterol levels"

Insulin resistance is a health condition in which the body’s cells stop responding well to insulin, the hormone that helps move sugar from the blood into cells for energy, so blood sugar stays higher than normal. For investors, it matters because rising rates of insulin resistance expand demand for drugs, tests, devices and care services, affect long‑term healthcare costs and productivity, and influence the outlook for companies focused on metabolic and chronic disease treatment.

rtf shakes technical

"we offer a wide variety of nutritional snacks and beverages, including high protein chips, bars, ready-to-drink (RTD) shakes"

RTF shakes are pre-mixed, ready-to-drink nutritional or meal-replacement beverages sold in bottles, cartons or single-serve containers so consumers can use them without mixing powders or adding water. They matter to investors because they represent a convenience-driven product line that can drive recurring sales, higher price points and wider retail distribution, but profitability and growth depend on factors like production costs, shelf-life and the ability to scale supply and marketing.

clinical trial medical

"pioneering pilot clinical trial that helps answer growing questions about how diet can influence"

A clinical trial is a carefully controlled study in which a new medicine, medical device, or treatment is tested on people to see if it is safe and effective. For investors it matters because trial results determine whether a product can win regulatory approval and reach patients, much like a road test decides if a new car can be sold; positive or negative results can sharply change a company’s prospects and stock value.

AI-generated analysis. Not financial advice.

New research highlights how consistent nutrition with Atkins can support success during weight wellness journeys

DENVER, Jan. 15, 2026 /PRNewswire/ -- Atkins, the industry pioneer of the low-carb movement, is partnering with reality TV star Heather Gay to change the weight management mindset. Heather's journey paired with new science-backed solutions are empowering GLP-1 users to reset the conversation by removing taboos and fueling sustainable results. As the use of GLP-1 medications continues to rise, new research highlights the important role nutrition can play in supporting muscle, metabolism and long-term success.

Heather Gay's Story

Known for her openness about weight loss and wellness in the public eye, Heather Gay is sharing her story of how Atkins has helped her navigate the challenges of GLP-1 use.

"I've been really vocal about my experiences with my weight and GLP-1s, but one thing I don't think people always realize is how getting the right balance of nutrition is key to reaching and maintaining success," she said. "I tell all my friends that Atkins made reaching my goals so much easier, and it's backed by decades of science. Their shakes and protein bars take the guesswork out of meeting my protein and fiber requirements, which is crucial to getting the results I want from GLP-1s."

New Study Findings

Atkins is unveiling findings from a pioneering pilot clinical trial that helps answer growing questions about how diet can influence and support success for those trying to lose weight with help from a GLP-1. The study highlights how incorporating products like Atkins High Protein Shakes and Bars into daily routines may help address common challenges reported by GLP-1 users, such as digestive issues and muscle retention – and finding sustainable ways to get key nutrients like protein and fiber that can help combat those challenges.

The study showed that following Atkins' tailored GLP-1 eating approach makes it easy for people to get more protein and fiber while on GLP-1s and is easy to tolerate. It provides a tested, convenient solution at-the-ready to help GLP-1 users manage nutrition levels and support their success on the drugs.

Key Findings:

• The Atkins tailored eating approach may help GLP-1 users improve certain health markers, such as those related to cardiometabolic health.
• Following Atkins makes it easy to get more protein and fiber – without exacerbating stomach discomfort or distress.
• While more research is warranted, there was a trend for people on Atkins to lose less muscle while losing weight, possibly due to eating more protein, slower weight loss or other dietary factors.

Atkins' Focus on Innovation

"As access to GLP-1 medication is rapidly increasing, so is the need to quickly resolve questions about which nutrients users should prioritize to maximize tolerance and lasting success," said Geoff Tanner, CEO of Simply Good Foods. "There is a very real fear from GLP-1s users of losing too much muscle too fast – which can lead to slower metabolism, cosmetic side effects and potentially more weight regain for those who cycle off the medications."

While there is a lot of conjecture, there is limited actual data on what people on GLP-1s are and should be eating.

"Atkins felt it was important to invest in research to determine whether people using a GLP-1 can actually tolerate and benefit from higher protein and fiber diets while cutting back on sugar and carbs. We also wanted to see how these changes may help support secondary health outcomes, like insulin resistance and healthy cholesterol levels, beyond just weight loss. We intend to publish these findings in a nutrition journal so the scientific community can learn and build on this data," Tanner said.

Atkins has long been committed to helping consumers achieve their health goals through convenient, low-carb options that emphasize protein and great taste. These new findings reinforce the brand's role in supporting evolving weight wellness journeys.

Answers to Common Questions About Atkins Products

• How do Atkins products make it easier to navigate a GLP-1 journey? Atkins high protein products like Atkins High Protein Strong Shakes, Atkins High Protein Bars and Atkins High Protein Soft Baked Bars have GLP-1 friendly protein and fiber and are a delicious way to help satisfy hunger and help supply the body with the nutrients it wants.
• What are the nutrition benefits of Atkins High Protein Strong Shakes? They each have 30g of protein, 7g of fiber, 3g of net carbs and 1g of sugar per serving.
• What are the flavors of Atkins High Protein Strong Shakes? Atkins High Protein Strong Shakes are available in five flavors, including Vanilla, Café Latte, Strawberry, Chocolate Peanut Butter and Milk Chocolate.
• What are the nutrition benefits of Atkins High Protein Bars? They each have 15g or more of protein, 7g of fiber, 4g of net carbs and 1g of sugar per serving.
• What are the flavors of Atkins High Protein Bars? Atkins High Protein Bars are available in nine flavors, including Cookie Fusion, Chocolate Almond Caramel, Chocolate Peanut Butter, Chocolate Peanut Butter Pretzel, Peanut Butter Granola, Blueberry Greek Yogurt, Strawberry Shortcake, Chocolate Chip Granola and Brownie Delight.
• What are the nutrition benefits of Atkins High Protein Soft Baked Bars? They each have 15g of protein, 2g of sugar and 4g of net carbs per serving.
• What are the flavors of Atkins High Protein Soft Baked Bars? Atkins High Protein Soft Baked Bars are available in three varieties including Blueberry, Vanilla Macadamia Nut and Lemon Poppy Seed.
• Are Atkins products gluten free? Yes, Atkins High Protein Strong Shakes are gluten free.
• Are all Atkins products high in protein? Most Atkins products have at least 7g of protein per serving, with some products having up to 20g or 30g of protein per serving.

For more information on Atkins products, please visit atkins.com.

About the Simply Good Foods Company

The Simply Good Foods Company (Nasdaq: SMPL), headquartered in Denver, Colorado, is a consumer-packaged food and beverage company with ambitious goals to raise the bar on what food can be with trusted brands and innovative nutritious snacking products. Within our portfolio of trusted brands (Quest™, Atkins™, and OWYN™), we offer a wide variety of nutritional snacks and beverages, including high protein chips, bars, ready-to-drink (RTD) shakes, and powders, and low sugar, low carb sweets and baked goods. We are a leader of the nutritious snacking movement, poised to expand our healthy lifestyle platform through innovation-driven organic growth and external investment opportunities. To learn more, visit www.thesimplygoodfoodscompany.com.

About the Atkins™ Brand
Over the past 50 years, the Atkins brand has become an iconic American brand rooted in the nutritional principles of reducing sugar and carbohydrates and using protein and good fats. Grounded in science and more than 100 clinical studies, the Atkins lifestyle has helped millions of people achieve their personal weight management and health goals. The Atkins portfolio of products includes nutritional bars, ready-to-drink shakes, confectionary treats, and snacks to support the Atkins lifestyle, with free access to all of our tools, such as the website, 1600+ recipes and more. Atkins products are available online at Atkins.com, through e-commerce, and in more than 43,000 locations throughout the U.S. and internationally. To learn more about Atkins, visit www.atkins.com.

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SOURCE Simply Good Foods Co.

FAQ

What did Simply Good Foods (SMPL) announce on January 15, 2026 about Atkins and GLP-1 users?

Simply Good Foods announced a partnership with Heather Gay and a pilot trial showing Atkins' GLP-1 eating approach increased protein and fiber intake and was generally well tolerated.

How much protein and fiber are in Atkins High Protein Strong Shakes?

Each Atkins High Protein Strong Shake contains 30g protein and 7g fiber with 3g net carbs and 1g sugar.

Do Atkins products claim to help preserve muscle for GLP-1 users?

The pilot study showed a trend toward less muscle loss on Atkins, but results are preliminary and require further research.

What protein content do Atkins High Protein Bars offer as cited by SMPL?

Atkins High Protein Bars provide 15g or more protein per serving, with some products up to 30g.

Will Simply Good Foods publish the Atkins GLP-1 pilot study results?

Yes, the company said it intends to publish the pilot trial findings in a nutrition journal.