Nestlé’s ‘taken away our Breakaway,’ as classic bar set be axed

Designstroke has come up with an inventive ad to ensure the soon to be axed Breakaway bar is brought back. Pic: Designstroke

Fans of the classic British Breakaway chocolate bar have taken to social media to vent their dismay at the demise of the old-school favourite, as Nestlé confirmed that it would no longer be produced from next month, reports Neill Barston.

The brand, which was first made by Rowntree MacKintosh in 1970, featured in a number of memorable TV adverts through its early years, had been a popular family favourite for decades, but declining sales have prompted a decision on its future. In addition, the Yorkie Biscuit bar is also set to be dispensed with by the company.

But shoppers voiced their concern on X (formerly Twitter): “Just heard the sad news Breakaways are being discontinued. Another taken too soon,” said one social media user, while a second added in a colourful nod to the Traitors BBC television series: “Another Faithful Banished.” Meanwhile Iceland Foods chimed into the discussion with the following note:  Break ups are hard… but saying bye to #Breakaway is going to be even harder.”

The concern from consumers did not end there, with a #BringBackTheBreakaway attracting interest from a number of the platform’s users, with some, including UK design agency, Designstroke (main image) even turning to design their own ad campaign in support of ensuring that the beloved brand is revived.

According to Nestlé, which took on the brand when it acquired the Rowntree business in 1988, the move was to make way for investment and innovation across the FMCG company’s wider portfolio of products, which continue to be led by its flagship KitKat chocolate brand, which has just released its latest flavour variety. It follows the recent decision to dispense with the much-favoured Caramac bar, which attracted similar nostalgic reaction from consumers.

Breakaway fans can head to Sainsbury’s throughout February and March to get their hands on the chocolate covered biscuit while stocks last.

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.

“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.”

While there may have been two fondly regarded outgoings from the group, the business said it is set to launch a new biscuit in the form of new variety of Blue Riband, which will be available as in a Hazelnut edition which is being released this month.


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