JOHANNESBURG - For many generations, ProNutro has always been more than just breakfast.
It was a familiar taste before school, a quick meal before work, and one of those staple items in most family kitchens.
But this familiar taste will now become a thing of the past.
In a statement, ProNutro said: “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.”
The decision to discontinue it introduced what it called a ‘New Generation ProNutro,’ but it failed to live up to what many have grown to know ProNutro to be.
“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.”
While it said it tried to explore options to bring back the ‘original product experience’, they did not succeed.
“We were unable to recreate the taste and texture consumers associated with the original ProNutro,” the statement said.