Kraft Foods Inc has announced that it has decided to stop production of its Road Kill Gummi Candy, part of its Trolli Gummi candy product line.

The product, which has been on the market since summer 2004, recently drew attention from consumers and animal activists, the company said.

"We introduced this product because it was in keeping with the off-beat nature of what consumers find in the gummi candy aisle, and the product has performed well in-market," said Jim Low, Brand Manager, Trolli.

"Our intent was not to be insensitive. In hindsight, we understand how this product could be misinterpreted, and we respect that point of view. As a company, we take our consumers' comments very seriously and, in this case, decided that the best course of action is to stop production of this item."
Kraft recently announced plans to divest its sugar confectionery business, which includes the Trolli brand.