PepsiCo is discontinuing ProNutro in South Africa after 64 years, bringing an end to one of the country’s long-established breakfast brands following a difficult product relaunch.
The decision follows the introduction of New Generation ProNutro earlier this year, which was intended to offer consumers an updated version of the familiar product.
However, PepsiCo says consumers raised concerns about the new product’s taste, texture and mixability.
The company, which acquired ProNutro owner Pioneer Foods in 2020, says it undertook a review of the product and explored options to restore the experience associated with the original ProNutro.
According to PepsiCo, those efforts were unsuccessful, with the company unable to recreate the original product’s taste and texture.
“Following a long and careful review, ProNutro will therefore be discontinued in South Africa,” the company said.
The decision highlights the commercial challenge facing established consumer brands when changes to a familiar product fail to meet customer expectations.
For PepsiCo, which has built a large portfolio in South Africa through its acquisition of Pioneer Foods, the move also underscores the importance of balancing product development and innovation with the expectations attached to long-standing local brands.
ProNutro has been sold in South Africa for 64 years, giving the product significant brand heritage and familiarity among consumers.
The discontinuation follows the company’s attempt to transition consumers to the new formulation rather than simply maintain the original product indefinitely.