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Last year, the companies announced ambitious plans to create a single branded Web and interactive TV presence by combining Sainsbury's Tasteforlife Web site, Carlton's SimplyFoods.co.uk and the Carlton Food Network TV channel. The venture is thought to have cost Sainsbury's and Carlton in the region of £10m.
However, due to "weaker than expected growth" in advertising and e-commerce, the companies' Taste.co.uk Web site will be closed from the beginning of next month, with Sainsbury's reintegrating contents back into its own site. Carlton will retain the TV channel.