Virgin Atlantic (VS, London Heathrow) has confirmed plans to scrap its UK domestic operation, Little Red, after Virgin Atlantic chief executive Craig Kreeger conceded that the project had failed to make any significant inroads against the likes of British Airways (BA, London Heathrow).

“It was always a huge challenge on behalf of the consumer, as the totally inadequate number of slots made available by the European Commission did not deliver close to BA’s network position, even when supplemented by our own slots to fly between London Heathrow and Manchester. The time lag between the takeover of bmi and our entering the market also meant Little Red initially faced an uphill battle to win recognition and convert customers to its services,” he was quoted as saying by the Guardian newspaper.

Launched in 2013, Little Red began flights using slots British Airways (BA, London Heathrow) had relinquished in return for European Commission approval of its takeover of bmi british midland (Nottingham East Midlands).

Little Red's daily services to Manchester will end in March 2015, while services to Aberdeen Dyce and Edinburgh will cease next September. Little Red flights operate on-board four A320-200s wet-leased from Aer Lingus (EI, Dublin International).