Nestlé UK & Ireland has announced that it is discontinuing its Breakaway chocolate biscuit bar to make way for investment across its wider portfolio of products.
It will no longer be produced from March with remaining stocks sold by Sainsbury’s over the next couple of months.
The Breakaway brand was first launched in 1970 by Rowntree Mackintosh before being acquired by Nestlé in 1988.
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.”
Nestlé also announced yesterday that it was discontinuing Yorkie Biscuit bars. The company noted that this does not include its Yorkie chocolate bar, which is staying.
The spokesperson added: “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.”
Nestlé revealed that one new biscuit coming to market is Blue Riband Hazelnut, which will be available in UK supermarkets from February.
NAM Implications:
- As any brand marketing person will confirm…
- …Nestlé is now condemned to years of correspondence from the remaining die-hard consumers…
- …complaining (bitterly) about the discontinuation of their favourite brand.
