Today, Nestlé UK & Ireland announces that it is time to say goodbye to Breakaway. The chocolate biscuit bar will no longer be produced from March, to make way for investment and innovation across the FMCG company’s wider portfolio of products.
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.”
As well as Breakaway, Nestlé UK & Ireland is also discontinuing Yorkie Biscuit bars – not to be confused with Yorkie the chocolate bar, which is staying for good.
A spokesperson for Nestlé UK & Ireland 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.”
One new biscuit coming to market is Blue Riband Hazelnut. It’s the delicious Blue Riband bar people know and love, with a smooth hazelnut filling layered between the wafers. Available in-store across UK supermarkets from February.
About Breakaway: First launched in 1970 by Rowntree Mackintosh before being acquired by Nestlé in 1988, Breakaway has been a popular breaktime treat ever since. The tasty combination of biscuit and chocolate is made with 100% wholemeal, oat and coconut flours to give it a unique flavour and texture.