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Carlton and Sainsbury's have pulled the plug on their £10

million joint venture Taste Network.

The decision follows poorer-than-expected revenues from advertising and

e-commerce, and a spokeswoman from Carlton confirmed that 20 jobs will

be lost.

The food and drink network brought together Sainsbury's and Carlton's

food web sites at taste.co.uk. Carlton's Food Network television channel

was rebranded TasteTV.

From 1 September, Sainsbury's will resume control of the web-based

recipe and wine assets, and Carlton will take control of the Carlton

Food Network. The taste.co.uk web site will be closed down.

Carlton said that all senior management will be absorbed back into roles

at Sainsbury's or Carlton. Chief executive Antony Ellis, who joined the

company from WPP-owned Clever Media (now renamed Enterprise XP), will be

retained.

"Antony will stay on to undertake a review of the Carlton Food Network

and to oversee the transfer of staff back to the two companies," said

the spokeswoman for Carlton.