Yum, made by Arla, has been phased out over six months

Tesco has pulled the plug on Yum, its exclusive dairy brand produced by Arla.

The retailer delisted the last Yum product - a soft white cheese with garlic and herbs - two weeks ago, having gradually phased out other Yum products over the past six months [Brandview.com].

A spokesman said the brand had been discontinued following a range review. “We continually review the range of products that we have on offer in our stores. Customers will still be able to enjoy a fantastic range of soft cheeses in our shops.”

The Yum website, thatsoyum.co.uk, has been taken down and now displays a goodbye notice, thanking shoppers.

Tesco has already replaced some of the Yum products - such as a soft cheese with pesto - with versions under its standard own label.

At its launch, in July 2012, Yum was a butters & spreads brand, comprising block butter, an olive oil spread, a buttery spread made with buttermilk and two reduced-fat dairy spreads. Tesco and Arla subsequently also extended it into soft white cheese.

The Yum BSM products were discontinued in November 2013. Arla said at the time that growing competition from other brands - including its own Lurpak brand - had made the range unviable.

The delisting of Yum across all dairy categories comes as Tesco increasingly focuses on its own brand in dairy. It discontinued the Yoo range of yoghurts and yoghurt drinks in 2013, and earlier this year pulled Creamfields milk after cutting the price of its standard own-label four-pinters to £1.

In a recent range review, Tesco expanded its own-label butters and spreads range with two flavoured butters designed to be used in cooking: a lime, coriander and chilli and a roast garlic and herb butter.

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