Atkins has stopped using beef from its palate in order to favor protein shake. They are associated with a successful business of shakes and nutritional bars. It propounded the craze of low carbohydrate diet products and lowered its items from 300 to a meager of 60 items. Presently, they are no longer laying stress on low fat content in diet, but on maintenance of standard nutrition in its variety of products. They came into the business in 1989, at Denver. They were formerly famous as Atkins Complementary Formulations, Inc. In March 1998, the name was changed into the present one. The products of Atkins are available at every grocery store.