The range, which joined the Slim-Fast portfolio in February backed by a £3m marketing push, clocked up sales of just under £1m, according to Nielsen [52 w/e to 4 October 2008].
Unilever said the decision to scrap the drinks was based on their failure to meet "the internal benchmarks for performance within the category and for return on investment".
At the time of launch, the yoghurt drinks market was down 10% [Nielsen] as it faced increased competition from other healthy options such as smoothies. The product also suffered from consumer confusion over the plethora of unclear health messages in the category.
It was positioned as an alternative to unhealthy snacks and designed to expand the mini-drinks category beyond breakfast.