GlaxoSmithKline has axed its “super juice” Plenty after poor sales, according to industry insiders.
The drink, launched by GSK Nutritional Healthcare, was an attempt to compete in the smoothies market, which is worth more than £30m. The sector is led by Innocent, P&J Smoothies and supermarket own-brand products.
Asda, Tesco and Safeway all stopped stocking Plenty last month after reviewing the brand’s performance. Observers say that customers were confused over the nature of the product, which was described as “beyond existing juice blends and smoothies” at its launch.
Criticism was also made of the fact that Plenty was only available in a 750ml format and that, at £2 or more, its price was perceived as too high. One insider says: “It was too big for a single shot and too small to be take-home. I don’t think GSK knew what to position it as.”
Plenty was originally launched in February 2002, with four variants – Spark was designed to offer a glucose energy boost, Support to bolster the immune system, Orange C-boost to give added vitamin C and Balance to help detoxification. After a six-month trial, Plenty was withdrawn, but it was back on shelves in May this year in two variants, Essential C and Essential Energy.
GSK was unavailable for comment as Marketing Week went to press.