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Article: Kellogg's FruitaBu range falls victim to the recession.(news: PRODUCTS)(Kellogg Company of Great Britain Ltd.)(Brief article)
- Article from:
- Grocer
- Article date:
- May 30, 2009
- Author:
CopyrightCOPYRIGHT 2009 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Kellogg's has axed its FruitaBu range of fruit snacks, blaming poor sales and the state of the economy.
The range, which included Apple Crisps and Fruit Juicies, was launched in January 2008 with the aim of giving consumers a convenient way of getting one of their 5-a-day fruit or vegetable portions.
Despite their health claims, the products were a discretionary purchase, admitted Kellogg's UK sales director Mike Taylor, who claimed cash-strapped shoppers had found it "easier to pull away from" premium-priced snacks such as FruitaBu than more staple grocery items.
"Our whole approach to FruitaBu was to bring a ...