The popular snack-sized chocolate-covered biscuit was launched by Rowntree Mackintosh in 1970, before the brand was acquired by Nestlé in 1988.
It’s 1980’s advert may have pleaded “don’t takeaway my breakaway” but the iconic biscuit bar is now set to disappear from March 2024 after Nestlé stops production, blaming a decline in sales.
Breakaway fans can still 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 the company says 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.”
(Lead image: Nestlé)
