Danone plans to drop yet another drink product
Danone is likely to axe its V energy drink as result of the product's inability to capture the market of category leader, Red Bull. Less than a year ago, V was revamped and re-launched with the support of €4.2 million. This was the second re-launch of the product.
Recently, Danone also decided to cut the Citrus Kick - a variant of its functional water brand Volvic Revive.
According to the Britvic Soft Drinks Report 2008, the energy drinks sector reported a 4% decline in total-on-premise sales. Red Bull was the only product in this category which remained stable and posted a sales growth of 1%.
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