Nestle abandons Junior snacks

Nestlé blames poor sales, not health groups’ concerns, for withdrawal of toddler snacks and drinks.

Nestlé says it is scrapping its Junior range of snacks and drinks for toddlers, less than a year after its UK launch, because of disappointing sales.

But since the introduction of the range last October, the Swiss food giant has been dogged by claims that one of its fruit-based biscuit sticks could damage youngsters’ teeth.

Nestlé also agreed to add a warning label to sesame sticks after liaising with pressure group The Anaphylaxis Campaign because of concerns the product could cause potentially fatal allergic reactions in toddlers.

Targeting children aged between one and three years, Nestlé Junior was positioned as a nutritional range and featured a Blue Bear icon.

The launch was supported by a &£2m poster, press and radio campaign, created by Ogilvy & Mather, which used the strapline “Food That’s Good For Both of You”.

The range included milk and honey biscuits, sesame sticks and banana and apple fruit sticks. Two fruit splash drinks in orange & apple, and pear & blackcurrant flavours were also available.

Independent chemists and major supermarkets – including Safeway, Asda, Sainsbury’s and Tesco – which stock Nestlé Junior will begin removing the products from shelves during the next month.

A recent report by independent food watchdog The Food Commission highlighted the Junior fruit stick as a product containing high levels of sugar, claiming it could damage toddlers’ teeth.

But Nestlé denies the Junior brand is being scrapped owing to concerns about ingredients. A spokeswoman says: “The brand has experienced disappointing sales and we decided it was not viable in the long term. Over 98 per cent of the sugar in Fruit Stick occurs naturally in the dried fruit.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here