by Claire Hu Yates Group has launched the first high-street pub Atkins-style menu, in a bid to cash in on the seasonal struggle to shed post-festive season bulges.
The chain will trial a menu based on the high-protein, low-carbohydrate diet in its 130 branches throughout January.
Yates expects the Atkins-style menu to prove popular among the three million Brits believed to have attempted the regime, as well as other diet-conscious customers.
Although the diet discourages beer consumption, Yates believes it can get round this by recommending low-carbohydrate beers alongside the menu.
It has been developed by Yates' new head of food, Richard Gornall, who joined the company last month from Virgin Atlantic, where he was responsible for in-flight food and beverage strategy as well as management of the Clubhouse restaurants.
He believes the Atkins menu will prove a hit as millions try to shed pounds piled on during Christmas.
"We are responding to increasing concern about obesity, and we know that consumers are increasingly concerned over their weight.
Our Atkins-style low-carb menu is a great diet because you do not have to sacrifice your favourite, tasty food," he said.
Pubs are wondering how to respond to the Atkins craze, while brewers hope it will not slow sales.
The diet, which is criticised by some dieticians but followed slavishly by a growing number of devotees, is based on high consumption of protein-rich foods such as red meat and discourages starchy foods such as bread and potatoes.
Examples from the new Atkins-style menu are: l Yates' breakfast: three rashers bacon, three pork and leek sausages, three fried eggs and mushrooms l Hot steak and mozzarella salad: salad topped with strips of steak and mozzarella/Caesar dressing l Yates' burger: chargrilled chicken breast topped with melted cheese sandwiched between two 6oz beef burgers, served with sour cream, mushrooms and side salad.