Wednesday, February 7, 2024, was a sad day for biscuit lovers nationwide. Nestlé announced they are discontinuing two popular items, Breakaway Bars and Yorkie Biscuit Bars. With their bright-colored wrappers, the chocolate biscuit snacks have been a staple in lunch boxes for children and adults.
For biscuit eaters of a certain age, even those who have not bought a pack for ages, the catchy 1983 “Don’t Take Away My Breakaway” ad jingle is indelibly planted in their brains. The biscuits have been a favorite since the 1980s, and many will be sad to see them go in March 2024.
First launched in 1970 by Rowntree Mackintosh, Breakaway has existed for 54 years. Also, it has been under the Nestlé umbrella since 1988, when they acquired the brand. The biscuit bar, a tasty combination of crisp biscuit and smooth chocolate, consists of 100% wholemeal.
It also has oat and coconut flavors, which give it a unique flavor and texture. The final batch of the biscuits will roll off the Swiss food firm’s production lines this month. After the company’s announcement, consumers expressed their disappointment.
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Following the biscuit lovers’ complaints, Nestlé blamed the decision on dwindling sales of the 54-year-old brand. According to the company, a decline in sales is why the products get the boot. “We know fans will be disappointed to see it go,” a Nestlé UK & Ireland spokesperson said.
“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.” In the same breath, Nestlé also called time on Yorkie biscuit bars. However, not the full-chocolate version, with the company confirming those are “staying for good.”
Nestlé said the clear-out of older brands meant it could “develop exciting innovations to delight consumers’ taste buds.” Also, the confectionery giants plan to focus on their “best-performing brands,” such as Blue Riband.
As a result, they announced launching a brand new flavor of the popular treat, Blue Riband Hazelnut. The delicious bar people know and love, but with a smooth hazelnut filling between the wafer layers.
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However, those needing a final Breakaway or Yorkie fix can find some packs before the final rollout. Lovers can get them in Sainsbury’s throughout February and March while stocks last. Following Nestlé’s announcement, fans of the Breakaway took to X, formerly Twitter, to complain.
“Yet another thing from the past going. Such a lovely biscuit, too,” a user wrote. Other X users were disappointed to see the treat dispatched to biscuit heaven. Similarly, fans of the two snacks reacted to the news on Instagram, claiming they would stockpile the biscuits.
In response to the news, an Instagram user wrote, “NOT A BREAKAWAY. I feel Bereft.” Another user added, “It’s time we break away from Nestlé.” While many users acknowledged Breakaway’s legendary status, others dismissed Yorkie.
“I didn’t even know there was a Yorkie biscuit. Breakaway is a classic, though!” An Instagram user wrote. “They better have something good up their sleeves.” In addition, another user referenced Nestlé’s decision to scrap Caramac bars toward the end of 2023. “They did away with Caramac only a couple of months ago. Now this.”
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