ghost brand

plural ghost brands

1. businessA brand that is no longer successful in the mainstream but still retains some popularity among earlier consumers.

   It is true that few now smoke Capstan Full Strength untipped, perhaps the strongest cigarettes still marketed, and only available as a 'ghost brand' in a few specialist outlets.

   2008, Peter Hitchens, The Abolition of Britain, page 250

   1 more example

   By the 1980s, Mallomars had lost its “leadership status” and was considered a “ghost brand” by Nabisco, yet the company has continued to make them. Today, 70 percent are sold in the metropolitan New York area; […]

   2015, Savoring Gotham: A Food Lover's Companion to New York City