It's a sad day for fans of Cadbury’s chocolate fish as the company has confirmed the “iconic product” is on the way out.
According to the confectionary brand, production of the aquatic chocolate treat ended last year, and stock has been depleting from store shelves ever since.
“You might catch some rare species in some places, but they will be the last of the breed,” a spokesperson said.
It was not a case of “overfishing” they said, rather it was a decline in popularity among Kiwi consumers over the past few years.
The chocolate-covered sea creature has an important place in Kiwi culture — often being offered as a reward for good deeds.
“However, either fewer good deeds are being done, or people just haven’t been following through with their promise of the reward," the Cadbury's spokesperson said.
"We cast about for different angles, but with them wallowing, it became harder to secure shelf space alongside other bars and snacking innovations in stores and harder for them to find their place on the production runs."
However, fans of the Cadbury's product would still be able to get their fix, albeit on a more undersized breed.
“We have been able to continue with a quota of smaller versions of the chocolate fish which are included in the very popular Cadbury Kiwi Favourites boxed range.”
Chocolate fish are also available from other confectionary brands.
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