Nestle has delivered a crushing blow to British chocolate lovers, confirming the permanent discontinuation of the much-loved Drifter bar. This marks the second time the company has axed the fan-favourite treat, sparking a wave of online protests from devoted customers demanding its return.
A Sweet History Cut Short
The Drifter bar, renowned for its unique combination of a crispy wafer, chewy caramel, and a coating of milk chocolate, was first introduced by Rowntree's in the 1980s. It was first discontinued in 2007, only for Nestle to reverse the decision after public pressure. However, the revival was short-lived. A Nestlé spokesperson confirmed that Drifter bars were last available in 2018, when they were delisted for good due to "changing consumer preferences."
The company stated, "Of course, confectionery tastes and trends change all the time," indicating a strategic shift away from the classic bar. In its place, Nestlé is focusing on new products for 2025, including Rowntree’s Jelly Tots Tangy flavour and KitKat Hazelnut four finger bars.
Customers Voice Their Disappointment
Despite the official reasoning, a dedicated fanbase has taken to social media to voice their strong opposition to the decision. On the platform X, formerly known as Twitter, customers have been passionately pleading with the confectionery giant to reconsider.
One user made a direct appeal, writing, “Nestle Please could you consider bringing back these great chocolate bar please." Another expressed a deeper sense of loss, explaining, “Hey Nestle, I don’t tend to eat many chocolate bars these days as I am getting older, but I did, and still do, have a hankering for a Drifter and was disappointed not to find one on the ‘high street’ or in shops."
This customer highlighted the bar's irreplaceable nature, adding, “The sad thing is, that there’s no other chocolate bar similar to it and there is a want, but maybe not to your marketing desire.”
No Plans for a Comeback
Unfortunately for fans, it appears the campaign has so far been unsuccessful. A Nestlé spokesperson directly addressed a comment on X, delivering the final verdict: “We have no plans to bring it back, unfortunately, but we’ll let the rest of the team you miss it!”
This definitive statement suggests that, for now, the Drifter bar will remain a fond memory for British consumers, another casualty in the ever-evolving landscape of the confectionery industry.
