'Nostalgic' Milky Way bar returns to supermarkets after three-year absence
The chocolate bar has been described as a 'nostalgic fan favourite' treat
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A popular chocolate treat is making its return to UK supermarket shelves after a three-year absence, Mars Wrigley has announced.
Milky Way Crispy Rolls, which were discontinued in 2022, will be available again from February 1.
The manufacturer describes the product as a "nostalgic fan favourite" that combines multiple textures in one snack.
"Combining crispy wafer, a soft centre and smooth milk chocolate coating, the beloved treat promises the perfect balance of multiple textures," Mars Wrigley stated.
The sweet treat has returned after a three-year hiatus
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The return comes in response to significant consumer demand since the product's discontinuation.
Fans took to social media with passionate pleas for the chocolate bar's return, with some even launching petitions that gathered over 8,000 signatures.
A Mars Wrigley spokesperson said: "We never anticipated just how passionate the response would be when Milky Way Crispy Rolls were discontinued.
"It became clear that this iconic treat holds a special place in people's hearts, and we knew we had to bring it back."
The discontinuation in 2022 sparked an immediate backlash from customers who have been campaigning for its return ever since.
The strength of public feeling was so significant that Mars Wrigley decided to reverse their original decision to discontinue the product.
In the lead-up to the relaunch, Mars Wrigley mounted a teaser campaign featuring cryptic billboards across London.
The billboards displayed real tweets from disappointed customers, including: "Woke up to see apparently crispy rolls have been discontinued??! Week ruined nobody talk to me".
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The chocolate bars made a brief appearance in Home Bargains and B&M stores
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The chocolate bars made a brief appearance in Home Bargains and B&M stores towards the end of 2024, but the February launch marks their official return to supermarkets.
Mars Wrigley confirmed that Milky Way Crispy Rolls will join an expanded range of wafer treats.
"Milky Way Crispy Rolls will join Twix Crispy Rolls and Bounty Crispy Rolls to form a delicious trio of chocolate wafer treats," the company stated.
Fans can find the returning treats in select supermarkets from February 1, 2025.
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