Trace Hanlon, who left Unilever as an assistant brand manager to become marketing manager at Atkins Nutritionals recently, expects the healthy-eating market to ‘heat up in the new year’ when Atkins launches its campaign for Advantage, its meal replacement line.

The program, which has become as famous as its celebrity endorsers, is gearing up to take on Slim-Fast and Nestlé, companies which also have new carb-friendly lines.

Hanlon, who spent almost five years at Unilever – most recently on Lipton’s SideKicks – is now heading NYC-based Atkins’ entry into Canada. In August, the

company launched Morning Start, its line of carbohydrate-reduced breakfast products supported by print and out of home marketing. Atkins products can be found in such stores as Wal-Mart and health products purveyor GNC.

The brand’s entry into Canada has been wildly successful with 660% growth, according to a July ACNielsen report, but Hanlon says one of his challenges will be educating the public about what Atkins really is. ‘People think it’s about bacon, eating all you want. That’s the furthest from the truth. You eat more vegetables on Atkins than you typically would. It’s not a diet, it’s a life-long nutritional approach.’

Toronto-based Veritas has been hired to handle this PR push. Mad Dogs and Englishmen, the New York-based agency that handles Atkins in the U.S., will also do so here.

The brand has also carved out a market in the U.K. and Australia with plans to expand into Sweden and Germany.

Hanlon says the brand’s main target is slightly skewed to women, over 45, with higher incomes and education. Interestingly enough, Hanlon practises what he preaches: ‘I’ve lost 25 lbs. since I joined the company.’