End of an era for teatime treat as Breakaway biscuit bar discontinued
It’s the end of an era for the Breakaway biscuit bar, as Nestlé has announced they will no longer produce the teatime favourite from March.
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.