UK – Nestlé UK has announced that it is discontinuing making two of its popular chocolate biscuit bars Breakaway and Yorkie, to make way for investment across its wider portfolio of products.
The company is known for a range of products including KitKat, Smarties, Quality Street, Haagen-Dazs and Cheerios.
According to the company, the chocolate-coated biscuits will no longer be produced from March with remaining stocks sold by Sainsbury’s over the next couple of months.
Nestle says this decision has been taken due to a decline in sales, and in an effort to “make way for investment and innovation” across the company’s wider portfolio of products.
First manufactured all the way back in 1970, Breakaway, the chocolate digestive biscuit bars have made their way into many a school lunchbox, or stuffed into pockets for an on-the-go sweet treat.
Speaking on the reason behind Breakaways being discontinued, a spokesperson for Nestlé UK & Ireland expressed concern about fans being disappointed to see it go, but he maintained that the decision was critical for the business.
We have seen a decline in the sales 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.”
The Breakaway brand was first launched in 1970 by Rowntree Mackintosh before being acquired by Nestlé in 1988.
Nestlé also announced that it was discontinuing Yorkie Biscuit bars. The company noted that this does not include its Yorkie chocolate bar, which company will continue to produce.
“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,” Nestle spokesperson added.
In November last year, Nestle axed a caramel-flavoured chocolate bar after 64 years citing ‘steady decline in sales’.
“Fans have been gutted to lose Caramac, a caramel-flavoured confectionery in a distinctive red and yellow wrapper that’s been in circulation for 64 years,” Nestle said.
However, Nestlé revealed that it will soon launch one new biscuit, Blue Riband Hazelnut, which will be available in UK supermarkets from this month, February.