The Co-operative Group has ditched Hive, its social networking site.

The site,, was launched in February 2010 for members to discuss campaigns, ethics, products, values and principles. But the society pulled the plug last week, blaming customer apathy.

"We have found that the majority of our members and customers prefer to join us on Facebook and Twitter where we have many interesting conversations," The Co-op said.

Its food Facebook page has close to 12,500 followers, with posters discussing everything from new offers to their local stores.