The Aviva line featured
clinically proven foods with benefits for the heart, bones or digestion.
Products included cereals, bars, biscuits, hot chocolate drink and
juice drink.
Originally launched
in the U.K. and Switzerland in late 1999, the line was rolled out
during 2000 to other markets. However, poor sales prompted its withdrawal
in the U.K.--there was resistance to price from both retailers and
consumers.