Michelle ThompsonFinal batch of one-time UK school lunchbox classic will be prepared this month as Swiss food giant continues to rid out of older brands.
Breakaway, with its brilliant yellow wrapper, was a popular in UK school lunchboxes in the 1980s, but now Nestlé has confirmed that it is “taking away” the chocolate-coated biscuits permanently.
The final batch will leave the Swiss food company’s production lines this month, with the decision attributed to declining sales of the 54-year-old brand. “We know fans will be disappointed to see it go,” a Nestlé spokeswoman stated. “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.”
The catchy 1983 “Don’t take away my Breakaway” commercial jingle is indelible in the minds of biscuit eaters of a certain age, including those who haven’t bought a pack in a long time. The cartoon famously depicted the “meanest geezer in the city” being dragged into line by his mother’s warning, “I’ll take away your Breakaway.”
The decision is another setback for customers, who frequently struggle to let go of childhood favorites. There was uproar at the end of last year when Nestlé canned Caramac, putting an end to what had been a 60-year love affair with the caramel-flavored candy.
Breakaway fans complained on X, formerly Twitter. Carrie @Crystal18429762 speaks for many: “After buying Breakaway chocolate cookies for the past three decades, the manufacturers have announced that they will cease production in March. Another thing from the past is being discarded. What a wonderful biscuit too.”
Other X users were less pleased to see a treat introduced in 1970 by Rowntree Mackintosh, which was acquired by Nestlé in 1988, sent to biscuit heaven: “I patiently await the petition to sign,” remarked one with tongue firmly in cheek.
Nestlé also called time on Yorkie cookie bars, but thankfully not the full-chocolate variety, which the company confirmed is “staying for good”.
Nestlé stated that the elimination of older brands allowed it to focus on its best-performing confectionary as well as “develop exciting new innovations to delight consumers’ tastebuds”. Those in need of a final Breakaway fix will be able to find packs from Sainsbury’s during February and March, while supplies last.
If you’re more concerned with what will happen next in the biscuit end times, stablemate Blue Riband’s future appears to be secure, at least for the time being. Blue Riband Hazelnut, a new flavor, will hit shelves this month.
Emily Martinez
