YORKSHIRE Tea has discontinued its popular “Toast and Jam” teabags – leading sweet-toothed fans to plead for them back.
The flavour was launched in 2020 as “a strong breakfast blend with all of the loveliness of jam on toast without the crumbs.”
But after years at the breakfast table, the comforting brew is gradually being phased out in shops, leaving customers desperately scrambling for the final boxes.
One said on social media site X.com: “Please tell me that you are still doing Jam on Toast teabags? I can’t get them in the supermarket!!!!! And need them badly.”
Another added: “Is your toast and jam tea still a thing? Tried 3 different supermarkets in North Devon and it isn’t anywhere. Send help, or jammy tea! The search continues!””
A third said: “Have you stop making jam and toast… I need my morning fix! Help this is a genuine emergency! Asda and Sainsbury’s online stopped stocking it! Helllllppppp.”
Meanwhile, Dr Rachael Door joked: “There appears to be a national shortage of @YorkshireTea Jam and Toast and I’m nearly at breaking point.”
It’s understood that the blend is now being replaced by the brand’s new “Caramelised Biscuit Brew” – which is designed to stop you from craving biscuits with tea.
The new flavour is available to buy from Ocado and Sainsbury’s for £2.30.
Yorkshire Tea periodically introduces new flavours to keep its range fresh and innovative, with “Malty Biscuit Brew” being another sweet flavour in the range.
Tom Church, co-founder of LatestDeals.co.uk, said: “By making space for the new Caramelised Biscuit Brew, Yorkshire Tea is showing that being inventive is just as important in the tea aisle as it is for chocolate or sweets.
“Innovation is marketing, as they say. I think they will have found most people probably try these different flavours once or twice for novelty.
“There will be some die-hard fans who keep drinking, but the majority probably tail off.
“Adventurous tea flavours gives Yorkshire Tea and chance to stand out, not just on the aisle but in the important social media space too.
“Biscoff biscuit recipes have been trending on TikTok and Instagram for years, and a tea bag that tastes as if you’ve dunked a Biscoff in it? Well, yes please.”
Yorkshire Tea has not commented on the disappearance of Toast and Jam teabags to Sun Money.
But this week it responded to one desperate fan saying: “We’re afraid it’s being discontinued but it’s still available in Tesco, Amazon and Ocado for a little while.”
The Sun had a look at various different retailers and can confirm it is available to buy from Ocado, while stocks last, for £2.30.
Tesco is also still selling the product for £2.
Meanwhile, Amazon is still advertising a multipack of four boxes for £19.98.
It does not appear to be available to buy from Sainsbury’s, Morrisons or Asda.
It’s not the only disappointment for fans of sweet treats.
Earlier this month we revealed how fans of Smarties Buttons were distraught after the loved snack was axed.
Meanwhile, M&S fans have had a series of disappointments recently after the brand decided to axe Connie the Caterpillar sweets and Percy Pig Phizzy Pig Chews.
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.
