Mars Wrigley Confectionery has announced plans to discontinue GoodnessKnows in the UK due to ‘underperforming sales’.

As the supplier’s biggest launch since Celebrations and backed by a £4.6m ad campaign, the product was designed to tap into the growing snacking market for those looking for ‘better for you’ options.

However, a spokesperson from Mars Wrigley Confectionery told RN sales underperformed against their expectation since the launch in 2017. “So we took the difficult decision to discontinue the brand in the UK market. This now gives us the opportunity to focus on the strategic partnership with Kind in the UK and grow this brand at scale.”