McCain has ditched its Anytime snack range to concentrate on health-focused products in its portfolio.
The decision to scrap the frozen convenience range, which consisted of two paninis, a naan and two baguettes, was taken in order to "concentrate on products that fit our 'It's all good' brand ethos", said McCain.
Since the strategy was introduced in September 2006, the company has launched McCain Rustic Oven Chips, the first chip to score four green lights under the FSA traffic-light labelling scheme.
This year it has launched McCain Sweet Potato with Rosemary & Garlic to frozen aisles, sold exclusively in Sainsbury's until September before a national roll-out.
The launch of Anytime in 2005 had been backed by a multimillion-pound investment to grow its presence in the snacking category.