On new binge, weight-loss biz gets Lowe

Dieting is so last year. The big US weight-loss companies, smack dab in the middle of their peak season, are pitching a new message this year to prospective customers looking to shed some pounds.

In marketing efforts blanketing media in recent days, the companies — Atkins Nutritionals, Weight Watchers and Jenny Craig — focus on healthy lifestyles and barely mention points, pounds or diets.

With the not-so-subtle change, the companies hope to reach more male customers, they said.

Atkins, the low-carb, high-protein diet proponent, on Wednesday tapped Rob Lowe as its brand spokesperson — a day after Weight Watchers named music mogul DJ Khaled its social-media ambassador.

Lowe is Denver-based Atkins’ first male pitchperson — and its first who is, well, without a weight issue.

“The diet industry is beginning to break the old clichés of ‘I lost this number of pounds in this number weeks,’ ” Atkins Chief Marketing Officer Scott Parker said. “People still have a need to lose weight and improve their health, but the approach in reaching them is definitely changing.”

“The diet companies are expanding beyond middle-aged females, and trying new spokespeople is a way to expand beyond their traditional audience,” said Morningstar analyst R.J. Hottovy.

The Lowe campaign will focus on living a healthy lifestyle — not dieting.

Before Lowe, Atkins featured as spokespersons Sharon Osbourne, Courtney Thorne-Smith and Alyssa Milano, each of whom struggled with weight.

Men account for 30 percent to 40 percent of Atkins Nutritionals customers, while only 10 percent of Weight Watchers customers are men.