Acknowledging the disappointment of its fans, Nestlé UK & Ireland said production of the bar was ending in order to make way for investment and innovation across the FMCG company’s wider portfolio of products.

The confectioner announced that it is also discontinuing its Yorkie Biscuit bars.

First launched in 1970 by Rowntree Mackintosh before being acquired by Nestlé in 1988, Breakaway has been a popular breaktime treat ever since.

A spokesperson for Nestlé UK & Ireland said that while they know fans will be disappointed to see Breakaway go, it was “time to say goodbye”.

“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,” they said.

“By saying goodbye to Breakaway, we can focus on our best-performing brands, as well as developing exciting new innovations to delight consumers’ tastebuds.”

The spokesperson added that while both Breakaway and Yorkie Biscuit bars are going, there are “plenty of exciting new products lined up for 2024”.

One new biscuit coming to the market is Blue Riband Hazelnut, which will be available across UK supermarkets from February.

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Cadbury Darkmilk Praline is available in 85g tablet format. It contains Cadbury Darkmilk’s deliciously creamy, rich, high-cocoa chocolate, with a creamy hazelnut filling, and joins the successful Darkmilk range.

The innovative Cadbury Darkmilk range was originally launched in 2018. It was specially crafted after research identified that taste buds change as we go through life, with consumers increasingly looking for a richer tasting chocolate as they get older[ii]. The bars contain 40% cocoa, catering for consumers who find milk chocolate a little too sweet and dark chocolate too bitter[iii].

The new Darkmilk Praline tablet will build on the brand’s success through its first five years on shelves with the addition of a hazelnut praline flavour. Hazelnut is the number three chocolate flavour, growing 13%[iv] year-on-year.

Cadbury Caramilk Crispy is also available in an 85g tablet format. It comprises a golden blend of white chocolate with a light crisped rice inclusion.

Caramilk Crispy builds on an exceptional first 18 months for Caramilk, during which it has become one of Cadbury’s biggest and most established brands. Caramilk chocolate was developed for the UK and Ireland audience and the addition of crisped rice will build traction with shoppers under 45, demonstrating the brand’s ability to drive incremental growth to the category.

Christina Bland, Junior Brand Manager for Cadbury Tablets at Mondelēz International said: “We are extremely proud to be unveiling these two fantastic new innovations across two brilliant brands.

“We know that Cadbury Darkmilk has brought new shoppers to the category[v], adding incremental sales for retailers. Cadbury Darkmilk Praline will further build on this. Additionally, Cadbury Caramilk has already built up a dedicated following. We know 82% of shoppers who have tried Caramilk would repeat their purchase – and the new Crispy launch will help build on this.”

Both tablets are available now.

[i] Nielsen GB, value sales, Total coverage including disc. 28.01.23

[ii] Wy Research June 2018

[iii] Wy Research June 2018

[iv] Nielsen NIS Total Mkt Inc. Disc, MAT to w/e 22.05.21 (TOTAL STD. CHOCOLATE EXCLUDING PREMIUM

[v] Kantar Study Continuous Panel Launch Analysis 2019-2020

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The range includes Curious Chews, Drumstick Squashies, Scrumptious Sweets, Refreshers Choos and Luscious Lollies.

To enter the competition, retailers need to upload their invoice or receipt via the QR code or https://swizzels.com/superretailer-competition/

The competition opened on the 16^th July and closes at 11:59pm on Saturday 30^th September.

Despite challenging economic times, sugar confectionery has continued to grow 9.9% over the last year* which proves a strong indicator that the sugar confectionery category has become a staple within consumers’ lifestyles and further instill how important it is for retailers to stock a complete range of hanging bags.

CELEBRATE AND SUPPORT RETAILERS

Clare Newton, Trade Marketing Manager at Swizzels said: “Our 95^th Anniversary is a great opportunity to celebrate and support the wonderful retailers we work with and help them enhance their offerings, while offering them the chance to win £1000 which could be used to make improvements within their store or allow them to take a well-earned break.

“It’s great to see retailers are taking vital steps to make sure that consumers are presented with popular brands and product lines that they’re actively seeking.

“At-home family and social occasions have been growing in importance, which has increased the popularity of our hanging bags containing a selection of well-loved sweets – the perfect sweet treats for every celebration!”

*Source: Circana, Sugar Confectionery category, Value Sales 52wks to 19/03/2023, Total Market data

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SPAR has been chosen as MrBeast’s exclusive convenience partner at launch and as a result, MrBeast’s Feastables range of chocolate bars will be available in over 330 SPAR stores in Northern Ireland from Monday 10^th July.

A range of four Feastables MrBeast bars will be available – Feastables MrBeast Bar Original Chocolate 60g; Feastables MrBeast Bar Milk Chocolate 60g; Feastables MrBeast Bar Crunch 60g and Feastables MrBeast Bar Deez Nutz 60g.

Working with Icon Foods Ltd, SPAR has secured a deal to be the convenience distributor of four SKUs in the Feastables range of chocolate bars until January 2024.

EXCLUSIVE CONVENIENCE PARTNER

Speaking about the launch of Feastables with SPAR, Henry Goodchild, SPAR UK Trading Controller said: “We are very pleased to confirm our partnership with Icon Foods as the convenience distributor of MrBeast’s range of chocolates called Feastables.

“The entire SPAR organisation has worked together to bring this new opportunity to convenience shoppers and our SPAR stores are thrilled to have the opportunity to be the first in convenience to supply customers with the range of Feastables chocolate bars.

“We are always looking at interesting new brands to work with and opportunities for differentiation and this partnership is another example of how we are able to stand out from the crowd.”

Glen Howe, Head of Trading at Henderson Group which owns SPAR in Northern Ireland added: “This is a fantastic opportunity for our retailers to bring new and high demand products to their shelves, and we’re delighted to be working with Icon Foods and MrBeast as their exclusive convenience partner.”

‘This is a fantastic opportunity for our retailers to bring new and high demand products to their shelves’

Derek Rodgers, Director and Co-founder of Icon Foods Ltd, said: “When looking to distribute MrBeast’s range of Feastables chocolate bars in the UK, SPAR was our first choice for convenience. We are really impressed with the symbol group’s agility to deliver this launch and are looking forward to seeing the results over the coming months.”

The launch of Feastables will be supported in SPAR NI stores with a summer campaign including online activity, POS, social media support and instore radio.

Feastables is a range of four chocolate bars from YouTube sensation MrBeast. The four SKUs will be available in participating SPAR NI stores from 10^th July.

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Launched in 2022, Minions Chew Bags and Minions Chew Bars have continued to be very successful prompting Swizzels to introduce a Sherbet Dip into the Minions-themed portfolio.

Available from 1^st May, Minions Sherbet Dip comprises of three new flavours: Fizzy Orange, Sour Apple and Tangy Berry, with a classic Swizzelstick for dipping.

Buoyed by the popularity of the sherbet dip category, which has an estimated worth of £3.7m* and has shown a value growth of 7%**, Swizzels has been eager to grow their portfolio of sherbet products – with the Minions Sherbet Dip launching as the newest innovative sherbet product for Swizzels.

Retailers can purchase the three-flavoured Dips – which are vegan friendly – in 23g sachets in cases of 36 per SRP, with RRP of 50p per sachet.

Swizzels will be supporting the launch of the new product with a targeted social media campaign in the summer aimed at raising awareness and driving sales of the product.

For more information, please visit www.swizzels.com/minions.

*Source: IRI, Sugar Confectionery, Total Market, L52wks to 25.12.2022

**Source: IRI, Sugar Confectionery, Total Market, L52wks to 25.12.2022

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