Britvic is axing Tango Strange Soda, less than a year after it was launched. The soft drinks company announced yesterday that it was pulling the carbonated milk, fruit juice and water drink after sales could only muster £3.4m (US$6.27m).

The drink, which came in Strange Strawberry and Odd Orange flavours, has had a troubled time since its £6.25m launch. Strange Soda was originally called Freekee Soda but had to change its name following complaints that it sounded like an obscenity.

Speaking to Marketing Week, Britvic category director Andrew Marsden said: "Tango Strange Soda has achieved retail sales of £3.4 million. However the concept of the drink has proved too challenging to consumers and the brand has not delivered against our expectations."