Naked Smoothies has been pulled from shelves in all Waitrose stores as the retailer looks to overhaul its juice ranges.
According to data from retail platform Assosia, as seen by The Grocer, Naked’s Blue Machine, Green Machine and Rainbow Machine 750ml smoothies have been absent from Waitrose supermarkets and online since 17 October.
It comes shortly after the brand was delisted by Co-op, which agreed a deal with rival brand Innocent smoothies earlier this year.
Naked was last stocked in the Co-op’s stores on 8 May but it remains listed with Sainsbury’s, Tesco, Morrisons, Asda and Ocado.
However, as a result of the shake-up, Waitrose has now listed a new range of Tropicana’s Kids Smoothies, a duo of new organic kombuchas from Equinox, plus 500ml multi-serve bottles of own-label shots in Ginger and Turmeric variants.
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Earlier this year, Naked Smoothies expanded its existing range of breakfast smoothies with the launch of two new flavours: Naked Strawberry & Banana and Naked Pineapple & Passionfruit.
The brand also partnered with Morrisons to give away free drinks in its cafes during the summer.
A spokeswoman for Waitrose told The Grocer: “We always keep all our ranges under review so we can continue to ensure we’re meeting customer demand, removing duplication and differentiating from others,”
