Bloom Withers on Vine

Del Monte will cancel the launch of Bloom, its juice-based energy drink targeting women, according to beverage trade publisher Beverage Business Insights.

BBI reported that Del Monte opted to pull the product after the company failed to reach a distribution agreement.

Del Monte executives balked at contract provisions from Cadbury Bottling Group that would require the company to fund all merchandising and marketing costs in exchange for access to the Cadbury’s network, BBI reported.

Talks with Cadbury broke down last year, Insights said, and brief talks with other distributors, including National Beverages, brought no further positive results.

BBI said prospective distributors were turned off by the company’s insistence on labeling the brand with a 9-month shelf life rather than a full 18 months.