Nestlé has officially confirmed that its once-popular Drifter chocolate bar will not be returning to UK shelves, marking a bittersweet end for a treat many still remember fondly.
Originally launched by Rowntree’s in 1980, the Drifter was a wafer-and-caramel bar covered in milk chocolate.
When Nestlé acquired Rowntree’s in 1988, the bar continued under its new ownership and developed a small but loyal following among chocolate lovers. Despite its cult status, the Drifter was quietly discontinued in 2018 due to declining sales.
Nestlé has since addressed fan questions about the bar’s fate, confirming there are no plans to bring Drifter back.
A company spokesperson stated: “Unfortunately, the Drifter bar has been discontinued from our range.” This confirmation follows years of speculation and online petitions urging Nestlé to revive the product.
One Change.org campaign, for instance, attracted nostalgic fans who fondly recalled the bar’s crisp texture and caramel sweetness.
Industry observers point out that the discontinuation reflects a wider shift in the confectionery market. As consumer tastes change and manufacturers streamline their ranges, wafer-based bars like the Drifter have struggled to compete with newer, more indulgent products.
Nestlé itself has recently phased out several long-standing chocolate bars, including the Breakaway and Caramac, as part of its effort to simplify production and focus on stronger-selling lines.
Still, the Drifter’s legacy endures. Social media platforms are filled with posts reminiscing about the snack, with users describing it as “the perfect mix of crunch and caramel.”
One user wrote: “Please could you consider bringing back these great chocolate bar please”
While another added: “Hey @Nestle @NestleCare, 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. Yes, you discontinued it. It was a favourite.”
For now, though, the only place the Drifter lives on is in memory — and perhaps the occasional vintage photo or empty wrapper kept by devoted fans.
Unless Nestlé decides to lean into nostalgia and revive the brand for a limited edition in the future, the Drifter remains a part of Britain’s chocolate history rather than its current confectionery aisle.
© The Standard Ltd