innocent thai noodle pot

Innocent is axing its ailing Veg Pots and Noodle Pots from May as it focuses on its drinks.

Launched in 2008, Veg Pots have struggled in recent years as own-label offers have grown, and sales fell 25.6% to £11.2m last year [Nielsen 52 w/e 4 January 2015] despite a relaunch in May.

“We are proud of the products,” said CEO Douglas Lamont. “But the innovation required in that market was disproportionate to the growth opportunity.”