Nestlé’s Boosted Smoothies drinks have been discontinued just four months after they were launched to take on Innocent.
The smoothies range had been billed as Nestlé’s “number one focus for a good few years” by Jon Walsh, MD of new business.
But this week he claimed the economic downturn had forced the smoothie category into decline and consumers were more likely to switch to cheaper options such as chilled juices.
“It has also been difficult to establish functionality - our key point of difference - in the market,” he admitted.
In the past 12 weeks alone, the sales value of smoothies has fallen 14% [IRI]. Casualties such as Boosted Smoothies were inevitable in such a congested category, said Giles Brooks, commercial director at Innocent Drinks. “There are a number of other brands struggling,” said Brooks. “The excessive number of launches is diluting the market and having a detrimental effect on the whole category.”
The smoothies range had been billed as Nestlé’s “number one focus for a good few years” by Jon Walsh, MD of new business.
But this week he claimed the economic downturn had forced the smoothie category into decline and consumers were more likely to switch to cheaper options such as chilled juices.
“It has also been difficult to establish functionality - our key point of difference - in the market,” he admitted.
In the past 12 weeks alone, the sales value of smoothies has fallen 14% [IRI]. Casualties such as Boosted Smoothies were inevitable in such a congested category, said Giles Brooks, commercial director at Innocent Drinks. “There are a number of other brands struggling,” said Brooks. “The excessive number of launches is diluting the market and having a detrimental effect on the whole category.”
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