Organix is ditching its range of snacking bars for mums, just over a year after launch, to concentrate on its babies and toddler products.
The introduction of Mum's Bars in January 2007 marked the company's first move outside the kids fixture and was targeted at pregnant women and new mums.
A spokeswoman did not rule out future attempts at cracking the adult market. "Quite often we revisit old ideas and try them again as people's tastes change all the time, " she said.
Organix, which was bought by Swiss food company Hero in March, trialled the fruit and seed bars in outlets including Waitrose, Asda, Tesco Ireland and Boots.