With its bright yellow wrapper a Breakaway was a UK school lunchbox favourite in the 1980s, but now life is finally imitating art with Nestlé confirming that it is “taking away” the chocolate-coated biscuits for ever.
The final batch will roll off the Swiss food firm’s production lines this month, with the decision blamed on dwindling sales of the 54-year-old brand. “We know fans will be disappointed to see it go,” said a Nestlé spokesperson. “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.”
For biscuit eaters of a certain age, even those who have not bought a pack for ages, the catchy 1983 “Don’t take away my Breakaway” ad jingle is indelibly planted in their brain. The cartoon memorably featured the “meanest geezer in the city” being pulled into line by his mum’s threat: “I’ll take away your Breakaway.”
The decision is another blow for consumers who often struggle to let go of the brands beloved of their youth. At the end of last year there was outrage after Nestlé similarly canned Caramac, ending what for some had been a 60-year love affair with the caramel-flavoured bar.
Fans of the Breakaway took to X, formerly Twitter, to complain. Carrie @Crystal18429762 spoke for many: “After buying Breakaway chocolate biscuits for the past three decades the manufacturers have announced that they are to stop making them in March. Yet another thing from the past being done away with. Such a lovely biscuit too.”
Other X users were less heartfelt to see a treat launched in 1970 by Rowntree Mackintosh – which was acquired by Nestlé in 1988 – dispatched to biscuit heaven: “I patiently await the petition to sign,” said one with tongue firmly in cheek.
In the same breath Nestlé also called time on Yorkie biscuit bars but thank goodness not the full-chocolate version, with the company confirming those are “staying for good”.
Nestlé said the clear-out of older brands meant it could focus on its best-performing confectionery, as well as “develop exciting new innovations to delight consumers’ tastebuds”. Those in need of a final Breakway fix will be able to find packs in Sainsbury’s throughout February and March while stocks last.
If you are more concerned about what will happen next in this biscuit end times, the future of the stablemate Blue Riband appears to be secure, for the time being at least. A new version, Blue Riband Hazelnut, arrives on shelves this month.
