Kellogg's has pulled premium muesli Nature's Pleasure after just 12 months on shelf, blaming bad timing and rising costs.

The cereal manufacturer would now focus on brands with proven popularity that could deliver "really strong returns," it said. The wholegrain baked cereal had been forecast to achieve annual sales of £6m, backed by a £3m launch investment.

"Nature's Pleasure was developed as a premium product with high cost ingredients, which is the reason people loved it," said a spokeswoman. "Due to the unique nature of 2009 and exchange rate fluctuations, production costs have risen. Also, shopper behaviour changed in the downturn making it harder to establish a premium brand."

Kellogg's said other recent NPD in granola, such as Crunchy Nut Bites and Crunchy Nut Clusters, were exceeding sales expectations.