In the international marketing director role, Huinck will be responsible for the brand’s positioning and strategy for its weight loss programme, branded books and food, within existing and new markets.
Huinck is tasked with clarifying the Atkins’ brand position and streamlining global communications to “turn it into a lifestyle, a way of life and a healthier alternative for consumers”.
He will also develop consumer insight to drive product innovation and grow the range of Atkins branded products available.
Huinck, who will be based in the Netherlands, has also worked on Bacardi and Unilever’s Knorr brand.
He says: “Atkins has a young and entrepreneurial personality, so despite the brand being well established in the ’diet’ category, there are still vast opportunities, especially in terms of expansion into the ’lifestyle’ category and other European markets.”
Atkins is plotting a refresh of all its offline and online advertising and could look to launch a broadcast ad campaign.
The weight loss sector has seen a renewed push in the last few months. WeightWatchers introduced a new points system at the start of this year and French diet plan, the Dukan Diet, appointed a digital agency to grow its online business and build its brand presence.