Fans of the classic British Breakaway chocolate bar have taken to social media to vent their dismay at the demise of the old-school favourite, as Nestlé confirmed that it would no longer be produced from next month, reports Neill Barston.
The brand, which was first made by Rowntree MacKintosh in 1970, featured in a number of memorable TV adverts through its early years, had been a popular family favourite for decades, but declining sales have prompted a decision on its future. In addition, the Yorkie Biscuit bar is also set to be dispensed with by the company.
But shoppers voiced their concern on X (formerly Twitter): “Just heard the sad news Breakaways are being discontinued. Another taken too soon,” said one social media user, while a second added in a colourful nod to the Traitors BBC television series: “Another Faithful Banished.” Meanwhile Iceland Foods chimed into the discussion with the following note: Break ups are hard… but saying bye to #Breakaway is going to be even harder.”
The concern from consumers did not end there, with a #BringBackTheBreakaway attracting interest from a number of the platform’s users, with some, including UK design agency, Designstroke (main image) even turning to design their own ad campaign in support of ensuring that the beloved brand is revived.
According to Nestlé, which took on the brand when it acquired the Rowntree business in 1988, the move was to make way for investment and innovation across the FMCG company’s wider portfolio of products, which continue to be led by its flagship KitKat chocolate brand, which has just released its latest flavour variety. It follows the recent decision to dispense with the much-favoured Caramac bar, which attracted similar nostalgic reaction from consumers.
Breakaway fans can head to Sainsbury’s throughout February and March to get their hands on the chocolate covered biscuit while stocks last.
A spokesperson for Nestlé UK & Ireland said: “We know fans will be disappointed to see it go, but it’s time for us to say goodbye to Breakaway. We have seen a decline in the sales of Breakaway over the past few years and unfortunately, we had to make the difficult decision to discontinue it. By saying goodbye to Breakaway, we can focus on our best-performing brands, as well as develop exciting new innovations to delight consumers’ tastebuds.
“While we know it’s sad to see Yorkie Biscuit go, we want to assure shoppers that we have plenty of exciting new products lined up for 2024. Watch this space.”
While there may have been two fondly regarded outgoings from the group, the business said it is set to launch a new biscuit in the form of new variety of Blue Riband, which will be available as in a Hazelnut edition which is being released this month.
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FAQs
Once a staple of school lunchboxes, the classic Breakaway bar has been axed by maker Nestlé. The chocolate biscuit bar was launched in 1970 but Nestle said it had made the "difficult decision" to discontinue it after a decline in sales.
Why are Nestle stopping breakaways? ›
"We have seen a decline in the sales of Breakaway over the past few years and unfortunately, we had to make the difficult decision to discontinue it." The spokesperson added that the company had plenty of new products lined up for 2024, adding: "Watch this space."
Has Nestle ended production of its breakaway biscuits? ›
Nestlé is ending the production of Breakaway to make way for investment and innovation across its wider portfolio of products.
Why did Nestle stop making chocolate bars? ›
A Nestle spokeswoman said: “We know fans will be disappointed to see it go, but it's time for us to say goodbye to Breakaway. “We have seen a decline in the sales of Breakaway over the past few years and, unfortunately, we had to make the difficult decision to discontinue it.
What chocolate is being discontinued in 2024? ›
Caramac and Animal chocolate bars are not the only items to be axed by Nestle recently. In February the company revealed it would be discontinuing Breakaway and Yorkie biscuit bars in March 2024. But it is not all bad news for Nestle fans. A Nestle spokeswoman confirmed there was set to be several new releases in 2024.
Why are breakaways being discontinued? ›
"We have seen a decline in the sales of Breakaway over the past few years and, unfortunately, we had to make the difficult decision to discontinue it. "By saying goodbye to Breakaway, we can focus on our best-performing brands, as well as develop exciting new innovations to delight consumers' taste buds.
What is the biggest controversy with Nestle? ›
The multinational food company is under fire for adding sugar to baby formula sold in the Global South. In 1977, Nestlé was at the heart of a scandal that led to mass outrage and an international boycott.
Why are we boycotting Nestlé? ›
Boycott overview. Nestlé, the maker of Nescafé, is the target of a boycott because it aggressively markets baby foods around the world in breach of international marketing standards, contributing to the unnecessary death and suffering of infants.
What brands are Nestlé discontinuing? ›
Nestle has axed several products from its range recently. In November last year Nestle revealed it was discontinuing its Caramac and Animal Bars much to the disappointment of fans. Then in February (2024), Nestle revealed it was cutting Breakaway and Yorkie biscuit bars from its range of products.
Does Nestlé own Pillsbury? ›
The Pillsbury Company is a US-based company that was one of the world's largest cake manufacturers and producers of grain and other foodstuffs until it was bought by General Mills in 2001.
Fry & Sons and currently manufactured by Cadbury. Launched in 1866—nineteen years after Fry's created the first moulded, solid chocolate eating bar (in 1847)— Fry's Chocolate Cream is the first mass-produced chocolate bar and is the world's oldest chocolate bar brand.
Why not to buy from Nestle? ›
Whether they know about Nestle's issues with child labor or their unethical water bottling practices, Nestle has a reputation, and it's not a good one. Because of these issues, tens of thousands throughout the years have agreed to a complete boycott on all Nestle products.
Is Nutella owned by Nestle? ›
Nutella (UK: /nʌˈtɛlə/ nuh-TEL-ə, US: /nuːˈtɛlə/ noo-TEL-ə, Italian: [nuˈtɛlla]) is a brand of brown, sweetened hazelnut cocoa spread. Nutella is manufactured by the Italian company Ferrero and was introduced in 1964, although its first iteration dates to 1963.
What chocolate is Nestle getting rid of? ›
The two bars being discontinued by Nestle are the Breakaway and Yorkie Biscuit bars, with the former having been launched in 1970.
Why was Wonka discontinued? ›
Different divisions of Nestlé tried to revive interest by introducing new versions and flavors of Wonka Bars. However, by 2014, Wonka Bars were officially discontinued worldwide due to a lack of sales (via The Daily Meal).
What food is being discontinued in 2024? ›
Discontinued: 5 foods you can't get in 2024
- Dunkaccino. ...
- Jalapeño, Honey Mustard Pringles. ...
- Maple Cheerios. ...
- Raspberry Rally Girl Scout Cookies. ...
- Trader Joe's Minty Mallows.
Advocacy groups and charities have accused Nestlé of unethical methods of promoting infant formula over breast milk to poor mothers in developing countries.
Why are people avoiding Nestle? ›
Nestlé is the largest publicly held food company in the world, owning over 2000 different brands. Since the 1970s, the criticism of Nestlé increased, with criticism leveled at the company over marketing, slavery, product safety, and more.
What is the controversy with Nestle chocolate? ›
In the Supreme Court case Nestlé USA and Cargill v. Doe, six people from Mali sought damages from Nestlé and Cargill for being trafficked into the Ivory Coast as children and forced to work on cocoa farms in the Ivory Coast.
What Nestle products are being discontinued? ›
The Breakaway and Yorkie biscuit bars are to disappear from shelves following a decline in sales, maker Nestle has announced. Nestle said the chocolate-covered Breakaway will no longer be produced from March, to make way for new products.
