Soft drinks giant the Coca-Cola Company will not launch its mid-calorie cola brand C2 on the UK market.

According to a report in today's Atlanta Journal Constitution, the decision not to sell in as important a market as the UK could be a sign of the "fading fortunes of the mid-calorie drink."

Coke launched the beverage in Japan and the US in June. It was hoped it would appeal to consumers looking for a healthier alternative to Classic Coke, on the back of the low-carb diet boom. It is also available in Canada.

However, C2's performance has been patchy at best and the latest figures suggest C2's market share continues to fall.