Low-carb diet brand Atkins is venturing out of snack bars with what it describes as its first range of "carb-friendly" products.

The new products, which are being rolled into Tesco and Boots now, include cereal, wholegrain bread mix, wheat and rye crackers and RTD shakes - all made to low-carb recipes.

They would appeal to dieters who struggled to cut out carbs completely, said MD Peter Valentine. "The new range of carb-friendly products will enable consumers to have their bread and eat it," he said.

The NPD would add £2m in sales by the end of 2010, he predicted.

The brand would also benefit from a new book published later this year and a £13m international marketing campaign, including UK press and in-store promotions throughout the summer.

Atkins overhauled its snack bars last September to cash in on renewed interest in the eating plan.