On 8th February 2024, Nestlé announced the discontinuation of the classic Breakaway bar, leaving many fans both shocked and saddened. The company also revealed that the Yorkie Biscuit bar would be axed as well, despite the continued production of the popular Yorkie chocolate bar. This decision was driven by a decline in sales, prompting Nestlé to shift its focus towards other products. The company assured fans that they have new products lined up for 2024 and encouraged them to “watch this space.”
While many expressed their disappointment at the news, some admitted that they hadn’t purchased a Breakaway bar in years. Others speculated that the emergence of new Kitkat flavors and the availability of cheaper store-brand alternatives may have contributed to the decline in sales.
Caroline Job, known for her YouTube channel Lunchbox World, expressed her love for Breakaway but also emphasized the importance of including portion-controlled treats in children’s packed lunches. She suggested alternatives to fill the void left by the discontinued bar.
Originally launched by Rowntree Mackintosh in 1970 and later acquired by Nestlé in 1988, Breakaway has held a special place in the hearts of many consumers. The decision to cease production has left fans reminiscing about the classic chocolate biscuit bar and other similar nostalgic treats.
Nestlé’s announcement has sparked a wave of nostalgia and disappointment among fans, signaling the end of an era for the beloved Breakaway bar. While the decision has left many feeling a sense of loss, it also paves the way for new product developments as Nestlé forges ahead in the confectionery market.
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