M&S has confirmed that it has axed one of its most popular breakfast items, leaving shoppers gutted.
The posh supermarket has discontinued its “glorious” Cocoa & Cherry Bircher pot.
A sweet-toothed customer was devastated after coming up empty-handed while rummaging “high and low” through the fridge section for the breakfast treat.
In a desperate plea they wrote on X/formerly Twitter: “Have you discontinued your glorious Cocoa & Cherry Bircher pot? (Archive pic attached).
“I’ve searched high and low across the UK for it recently – to no avail – and your staff have no idea where it’s gone either?”
He then added “please send help”.
Staff at M&S then sadly broke the news that the pot is no longer available to buy.
They wrote: “Hi Kevin, I’ve just checked but our cherry bircher pots aren’t showing in any stores at the moment so do appear to be discontinued.”
Although they did say they will let their Food colleagues know the user would like to see the pots again in the future.
The X user was left devastated by the news and wrote in disbelief: “NOOOOOOOOO?! Do you know why it’s been discontinued?”
He revealed that “many many” people feel the same about the product and that should serve as a reason for the product to return.
A quick search on X showed many others sharing their love for the pots.
One said: “Dreaming about that cocoa and cherry bircher from M&S I had yesterday. It’s too good to be legal.”
Another wrote: “In other news, I bought an M&S cocoa and cherry Bircher to eat on the train and it was SUBLIME.”
While a third commented: “Guys, if you’re ever in M&S try the cocoa and cherry bircher pot, and the chocolate chunk shortbreads. DIVINE.”
The breakfast item is made up of oats and Greek yoghurt, with cherry compote and cocoa nibs.
It contained 277kcals per pot and weighed around 190g.
We had a look online and struggled to find a similar item that could fill the bircher pots’ shoes – the closest M&S seems to sell is fresh porridge for £1.30.
Why are products axed or recipes changed?
ANALYSIS by chief consumer reporter James Flanders.
Food and drinks makers have been known to tweak their recipes or axe items altogether.
They often say that this is down to the changing tastes of customers.
There are several reasons why this could be done.
For example, government regulation, like the “sugar tax,” forces firms to change their recipes.
Some manufacturers might choose to tweak ingredients to cut costs.
They may opt for a cheaper alternative, especially when costs are rising to keep prices stable.
For example, Tango Cherry disappeared from shelves in 2018.
It has recently returned after six years away but as a sugar-free version.
Fanta removed sweetener from its sugar-free alternative earlier this year.
Suntory tweaked the flavour of its flagship Lucozade Original and Orange energy drinks.
While the amount of sugar in every bottle remains unchanged, the supplier swapped out the sweetener aspartame for sucralose.
Other discontinued M&S treats
M&S shoppers have been left gutted after the chain axed a popular takeaway meal after less than two years.
The supermarket’s Vegan ‘Chicken’ & Pepper Pizza earned rave reviews before it was scrapped.
It also discontinued its almond milk and vanilla hand wash, despite being described by shoppers as “amazing and affordable”.
The posh shop also removed some of its popular Percy Pig sweets from its range – leading to desperate calls for them to be reinstated.
Percy Pig Phizzy Chews earned rave reviews before they were scrapped in the brand’s recent confectionery overhaul in July.
What’s more its popular Colin the Caterpillar in a jar treats recently disappeared from the shop shelves.
Marks and Sparks also confirmed that a popular teatime meal has been axed as the supermarket carries out a shake-up.
The supermarket has cut the Plant Kitchen: 2 No Beef Steak Pies.
The supermarket then expanded to say that it was set to relaunch the Plant Kitchen range.
Earlier this year, Marks and Spencer shoppers begged the retailer to bring an iconic flavour of ice cream back after learning it had been savagely discontinued.
A customer was baffled when they came up empty handed while rummaging through the freezer section for Chocolate Millionaires Ice Cream.
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