Retailers axe Optio nutrient drinks

Optio Health Products’ range of nutrient juice drinks, launched to ride the wave of interest in healthier lifestyles just over two years ago, has been de-listed from major multiples and is believed to have been axed.

The Optio range was launched by an entrepreneurial team including former Cullens chairman Peter Matthews, James Rhodes and Gavin Newman, who launched the Juice-Up bar chain. The company was unavailable for comment when Marketing Week went to press.

The drinks were developed by brand consultancy Corporate Edge and rolled out in September 2002 (MW September 5, 2002). The drinks were packaged in 150ml bottles and carried the strapline “The stuff of life”. They were distributed in Cullens, Sainsbury’s, Waitrose and independent stores.

The four drinks in the range were packaged with individual icons and colour-coded caps. Each drink was promoted and named for a particular health benefit: Shield for the immune system, Tone for complexion, Tempo for the cardio-vascular system and Charge for the digestive system.

One insider says that the proposition was overly complicated and that retailers were unsure where to place the product in stores. It is believed that Optio Health Products is reviewing the formulation and packaging of the range with a view to returning to the market.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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