Description of The Simply Good Foods's Business Segments
Core Products
Our core products consist of nutrition bars, RTD shakes and confections under
the Atkins and SimplyProtein brands.
Nutrition Bars. To keep on-the-go consumers energized and fueled, our nutrition
bars offer a convenient and effective solution, providing consumers with protein,
fiber and a delicious taste. Atkins offers two main types of nutrition bars:
Atkins Meal Bars and Atkins Snack Bars. Atkins Meal Bars contain 13 to 17 grams
of protein, and are available in 11 different flavors. With 2 to 4 grams of
net carbs, Atkins Snack Bars contain 7 to 13 grams of protein. Atkins offers
15 varieties of Atkins Snack Bars.
To add to Atkins’ portfolio of nutrition bars and snacks, in December
2016 we acquired Wellness Foods, a Canada-based company which owns the SimplyProtein®
brand. Beginning in October 2018, we began selling SimplyProtein products in
select U.S. stores and online. SimplyProtein products offer snacking solutions
with simple, recognizable ingredients that contain satisfying protein and 3
grams of sugar or less. SimplyProtein crispy bars, baked bars and crunchy bites
offer on-the-go snacks that are Non-GMO Project Verified and gluten free, with
no artificial sweeteners, colors, flavors or preservatives.
RTD Shakes. Our rich and creamy Atkins RTD shakes contain 10 to 15 grams of
protein, as well as other important vitamins and minerals. Available in a variety
of flavors, including cookies and crème, café caramel and creamy
chocolate, RTD shakes are made with high quality ingredients and are designed
to provide energy balance through the day. Our Plus RTD shakes contain 30 grams
of protein, for our consumers seeking higher protein content.
Confections. We believe our Atkins Endulge® line, which is designed to
satisfy consumers’ sweet cravings, and which we call Treats, consists
of delicious desserts without all of the added sugar. Atkins offers a variety
of different Treats, such as peanut butter cups and pecan caramel clusters,
each with only 1 gram of sugar or less and low net carbs, providing consumers
with the option to indulge.
Other Products
Through third-party partnerships, we offer complementary Atkins branded frozen
meals.
Licensed Frozen Meals. Atkins signed a renewable seven-year license agreement
with Bellisio Foods, Inc., or “Bellisio”, effective September 1,
2016, to license its frozen meals business. Bellisio manufactures, distributes,
markets, promotes and sells Atkins frozen food products under the Atkins licensed
marks. These products include Atkins branded frozen breakfasts, lunches and
dinners. With a large selection of meal types, including pizzas, breakfast bowls
and more, we believe our frozen meals offer a great way to learn the basics
of protein rich, low-carbohydrate and low-sugar eating in a simple, convenient
and delicious way. The scope of the license includes all frozen meals across
all retail channels (excluding online), in the U.S., Canada and Mexico.
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