ProNutro, the 64-year-old breakfast cereal, will be discontinued entirely in South Africa following a taste reformulation that did not meet consumer expectations. The decision comes five months after the introduction of New Generation ProNutro. ProNutro stated, "After launch, some consumers told us the new product experience was not what they expected from ProNutro, particularly in relation to taste, texture and mixability." The company added, "We listened and explored options to bring back the original product experience, but we were unable to recreate the taste and texture consumers associated with the original ProNutro." ProNutro confirmed the discontinuation was made "after a long and careful review."
Taste Reformulation Backfires
PepsiCo confirmed on Wednesday that it was pulling ProNutro from the South African market. The decision follows consumer feedback regarding a reformulated version of the cereal, which had its total sugar content cut by about 45%. ProNutro stated, "After launch, some consumers told us the new product experience was not what they expected from ProNutro, particularly in relation to taste, texture and mixability." The company explored options to restore the original product experience but ultimately could not recreate the familiar taste and texture. ProNutro acknowledged, "We listened and explored options to bring back the original product experience, but we were unable to recreate the taste and texture consumers associated with the original ProNutro." The brand concluded, "After a long and careful review, we have made the difficult decision to discontinue ProNutro in South Africa. We are grateful for the support consumers have shown the brand over many years."
Consumer Outcry and Failed Fixes
ProNutro announced its discontinuation in South Africa on Wednesday via a Facebook statement. The decision followed consumer complaints regarding the reformulated version of the cereal, which did not meet expectations. ProNutro stated, "After launch, some consumers told us the new product experience was not what they expected from ProNutro, particularly in relation to taste, texture and mixability."
The company attempted to address these concerns, exploring avenues to restore the original product's characteristics. However, these efforts were unsuccessful. ProNutro acknowledged, "We listened and explored options to bring back the original product experience, but we were unable to recreate the taste and texture consumers associated with the original ProNutro." The brand concluded its statement by saying, "After a long and careful review, we have made the difficult decision to discontinue ProNutro in South Africa. We are grateful for the support consumers have shown the brand over many years."
Legacy and Market Exit
ProNutro was originally developed as a high-protein food to help address protein deficiency and malnutrition in South Africa. Despite its historical role, the brand announced its discontinuation after recent taste reformulation issues. ProNutro stated, "After launch, some consumers told us the new product experience was not what they expected from ProNutro, particularly in relation to taste, texture and mixability." The company added, "We listened and explored options to bring back the original product experience, but we were unable to recreate the taste and texture consumers associated with the original ProNutro." ProNutro concluded, "After a long and careful review, we have made the difficult decision to discontinue ProNutro in South Africa. We are grateful for the support consumers have shown the brand over many years."
Market Reactions
The discontinuation of ProNutro in South Africa, announced by PepsiCo, marks the end of a 64-year presence in the market. The decision follows consumer feedback regarding a taste reformulation that did not align with expectations for the cereal. ProNutro had previously stated that "some consumers told us the new product experience was not what they expected from ProNutro, particularly in relation to taste, texture and mixability." The company explored options to revert to the original formulation but was unable to recreate the familiar taste and texture. This market exit notes the challenges faced by brands when altering established product profiles.