The fruit-filled bars were the first to launch under the Weetabix brand back in July last year and were positioned as a more substantial snack than standard cereal bars.
Weetabix had high ambitions for the range, which was available in apple, strawberry, blackcurrant & apple and cherry, predicting at the time of launch that it would sell 50 million products within the first year and claim a 5% share of the cereal bars market [The Grocer July 3, 2005, p57].
The launch was supported by a marketing campaign, outdoor advertising and sampling.
A retail source said that scrapping the bars would enable Weetabix to focus on developing its Alpen bars.
The company is expected to launch a number of new products under the Alpen brand early next year.