Arla Foods has discontinued its Arla Squeeze yoghurt line in the UK due to poor sales.
The dairy giant launched the product in April to target UK teenagers with an “on the go” yoghurt. The range was available in two flavours – pineapple and mango, and strawberry and vanilla.
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At the time of the launch, Arla said the product offered consumers a “new way of eating yoghurt” as they could unscrew the pouch and squeeze it directly into their mouths, without the need for a spoon.
However, a spokesperson for Arla said today (5 December) that the product “didn’t do as well as expected”. The product was pulled from UK retailers Tesco and Morrisons in September and October.
As news of the de-listing emerged, some industry watchers claimed the failure of the product cast doubt over Arla’s attempt to create a corporate brand. In January, Arla said it would include its corporate logo on its products and Arla Squeeze was launched three months later.
The spokesperson said Arla still had faith in its bid to promote its corporate brand. “We will continue to produce new and innovative products to introduce to the market, and our corporate brand strategy is still firmly in place, as can be seen with our Lactofree range,” the spokesperson said.
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By GlobalData
