Expert says Nestle is ‘ageist’ for getting rid of Caramac bar – as fans demand its return

• Fans say the discontinuation of the sweet treat is ‘ageist’ 
• READ MORE:  Iconic chocolate bar is discontinued

Distraught fans have slammed Nestle for ‘appealing to the youth’ and ignoring older customers after revealing the beloved Caramac has been discontinued, with one brand expert slamming the confectionery giant as ‘a bit ageist’.

The sweet treat has been axed by the brand who claim it’s not as popular as others in their range.

But it’s been a lifelong favourite for many Britons, with some now demanding that Nestle reverses its decision.

Speaking to FEMAIL, brand and culture expert Nick Ede said that the demise of Caramac is a ‘shame as it was a staple for so many years’.

‘It is important for brands to evolve and create new product but to many Caramac was a heritage one and very popular. It made its name for itself after the war and was super popular with baby boomers but it seems to have fallen out of favour or flavour should I say!

Distraught fans have slammed Nestle for ‘appealing to the youth’ and ignoring older customers after revealing the beloved Caramac has been discontinued, with one brand expert slamming the confectionery giant as ‘a bit ageist’.

The sweet treat has been axed by the brand who claim it’s not as popular as others in their range

‘It feels that Nestle are being a bit ageist towards the product and have left it on their product shelves to die. 

‘They could revive with clever marketing and brand awareness for the TikTok generation but if the demand isn’t there then this will be another piece of nostalgia that bites the dust,’.

The caramel-based bar – which is made from condensed milk and treacle and doesn’t contain chocolate – first appeared on shelves in 1959, making it a staple for Generation X and beyond. It was created by confectionery firm Mackintosh’s before the brand was taken over by Nestle in 1988.

Adverts saying it was ‘as smooth as chocolate and as tasty as toffee’ dominated airwaves in the fifties and sixties.

Taking to social media today, hundreds of fans have moaned it’s their ‘dad’s favourite’ or that the sweet treat ‘reminds them of their grandparents’.

‘My dad’s favourite always get cancelled,’ one foodie wrote on Facebook.

‘It’s appealing to the youths, I always associate caramilk with my grandparents,’ another added.

The discontinuation of  Caramac after 64 years follows on from other post-war staples including Toffo and Tooty Frooties.

Toffo was a British brand of toffee, produced by Mackintosh’s,  that was discontinued in 2005, at the same time as Cadbury’s favourite Spira.

The discontinuation of Caramac after 64 years follows on from other post-war staples including Toffo and Tooty Frooties

A year before Toffo was launched in 1964, Roundtree launched Tooty Frooties, which was then cancelled in 2018.

A Nestle spokesman told MailOnline ‘We are very sorry to disappoint fans of Caramac. 

‘There has been a steady decline in its sales over the past few years and we had to make the difficult decision to discontinue it. 

‘We know fans will be disappointed to see it go, but this change will enable us to focus on our best-performing brands, as well as develop exciting new innovations to delight our consumers’ tastebuds.’

One outraged user on X, formerly known as Twitter, questioned ‘Caramac being discontinued Is this some sort of sick joke???’ alongside crying emojis.

One advert from the 1990s shows a family enjoying a bar while watching a football match

Newspaper ads in the 1960s showed Caramac as 4p off

The brand responded: ‘We’re sorry to hear you’re disappointed. Unfortunately it wasn’t as popular as others in the range, so it’s been discontinued’.

Another person wrote ‘woke up to the news that Caramac is being discontinued and it quite frankly has ruined my day,’ meanwhile one simply said, ‘Rest in peace Caramac’.

The announcement prompted one fan to reminisce on their childhood, writing: ‘My earliest memory of Caramac was having a Caramac Easter egg as a kid, contained two (maybe three) bars. Eating the whole lot at once and being so sick.’

Others replied ‘loved it soo much,’ and ‘can’t believe my fav choc is to be discontinued’. A user called the treat ‘a true classic’.

Fans have been suggesting alternatives to the sweet treat.

Fans have taken to Twitter to share alternative options

First up is ALDI’s vegan blond chocolate Moser Roth.

‘Caramac is being discontinued but ALDI do a cruelty free version for about £1.80 and it’s deeeeeelish,’ one person wrote on X, formerly known as Twitter, as they shared a picture of the chocolate bar.

For those Caramac lovers looking for a little bit of luxury, the golden blonde chocolate from M&S is also an option.

One person wrote on X: ‘Public Service Announcement: Following the withdrawal of Caramac bars, I recommend the following from M&S which is a slightly posher version.’

And Cadbury’s Australian import Caramilk was also lauded as tasting just like the discontinued candy.

Caramac bars can no longer be found for sale online at Tesco, Asda, Waitrose and Morissons, and while they still appear on the Sainsbury’s website – they are labeled as out of stock

Sharing a photo of a Caramilk bar on X, someone wrote: ‘This is basically a Caramac. I was pleasantly surprised when I had one the other week.’

But fear not Caramac superfans, as there are a few ways you can grab the last of these beloved candy bars.

Caramac bars can no longer be found for sale online at Tesco, Asda, Waitrose and Morissons, and while they still appear on the Sainsbury’s website – they are labeled as out of stock.

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