Dairy Crest has announced it is pulling its blended seed-based spread Clover Seedburst off shelves after performance fell “behind expectations”.

The firm said Clover Seedburst was part of a category that “succeeded in some European markets but unfortunately failed to find traction with UK consumers”.

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The product was launched in 2012 and targeted at the “health-focused” shopper with its proposition of a mix of seven seeds and whole grains and 70% less saturated fat than butter.

“The performance of Clover Seedburst behind expectations is naturally disappointing; however it is a market reality that not all NPD succeeds,” the firm added.