SOUTHEND United started the new League One season with a 3-1 defeat against Gillingham at Roots Hall this afternoon.

The Shrimpers seemed set for a pleasing opening day when Stephen McLaughlin fired them in front midway through the first half.

But the Gills hit back and condemned Phil Brown’s side to a sixth successive league defeat with a commanding second half display.

Despite the final score-line, Blues started brightly and, with nine minutes on the clock, Simon Cox and David Mooney combined brilliantly in the penalty area – only for Mooney to slice his shot well wide of the right post.

Moments later, Jermaine McGlashan sent a well struck 20 yard shot straight at Gills goalkeeper Stuart Nelson before Blues broke the deadlock in the 23rd minute, with McLaughlin on target.

The winger picked up a pass from Cox and unleashed a low 25 yard shot which somehow evaded Nelson and skimmed into the bottom right hand corner of the net.

Seven minutes later, the Shrimpers wasted a golden chance to double their lead when Ben Coker’s left wing corner picked out from Mooney just six yards from goal.

But the unmarked striker sent his header straight at Nelson when he should have scored.

The missed opportunity increased in significance in the 38th minute, when Gillingham drew back level.

The equaliser came from Paul Konchesky’s low, left wing corner which was played into the path of Jay Emmanuel-Thomas who swept home an accurate left footed finish.

Things got even worse for the Shrimpers two minutes in to the second half when Max Ehmer headed the visitors into the lead.

The Gills centre-back was picked out by Ryan Jackson’s long throw from the right hand side and sent a tame header into the left hand side of the North Bank net.

Blues attempted to get back into the game by bringing Jason Williams on in attack in place of Mooney and Adam King replacing Jason Demetriou.

But the Shrimpers rarely looked like scoring before the Gills extended their lead in the 79th minute with Emmanuel Osadebe completing the scoring with a controlled finish from close range.