Novartis Discontinues Aviva Line

Novartis, Basel, Switzerland, has reportedly pulled its Aviva functional food line from Austria and Switzerland, its two remaining markets. According to The Times of India (6/14/01), the company cited consumer unwillingness to pay the higher prices for the foods as its motivation for the discontinuation of the product line. The company continues plans to participate in the functional food market in the U.S. through its Altus Foods venture with Quaker Oats.