Sainsbury’s shoppers ‘going insane’ without fix of popular biscuit as supermarket confirms it’s been axed
SAINSBURYS shoppers will be disappointed to hear that the supermarket has stopped selling a popular biscuit.
Fans of the treat have been desperately searching for the snack after spotting that it was missing from shelves.
Sainsbury's Taste the Difference Demerera Shortbread Rounds were previously on sale for £2.45 for 200g of biscuits, but are no longer available the Supermarket confirmed to The Sun.
On X, formerly known as Twitter, one person wrote: "Hey @sainsburys I’ve not been able to get your Sainsbury's Demerera Shortbread Rounds, Taste the Difference 200g biscuits for months - is there a supply chain issue - Mrs O going insane without her fix!"
The supermarket responded: "Hi there Richard, unfortunately, this item has been discontinued."
The man replied: "This is an actual tragedy! She has sent me to the store specifically for these for the last 15 years! She has only just got over the loss of the muller rhubarb and custard corner and that was 20 years ago…RIP sugary friends."
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A Sainsbury’s spokesperson told The Sun: “We regularly review our ranges and this is based on a number of different factors.
"Customers can still pick up Walker’s Shortbread Highlanders for £2.30 in our stores or online.”
The supermarket also sells all butter toffee shortbread rounds for £1.25 for 100g, or shortbread finger biscuits for 99p.
It's always worth shopping around to find the best deal on an item you wish to buy.
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You can use online price comparison sites like Price Spy and Trolley to see if a product you have found is the cheapest compared with others.
You can also use the Google Shopping/Product tab to do a quick scan of the internet.
Last week it was revealed that Sainsbury's had also discontinued a popular breakfast item, leaving shoppers devastated and paying more at the till.
Eagle-eyed customers noticed the supermarket has axed its two-litre carton of orange juice.
It is not the only time the grocer has axed a popular drink from its shelves.
Earlier this year, Sainsbury's waved goodbye to its full-sugar lemonade, disappointing customers.
The saccharine drink was one of the few left on the market which did not contain sweeteners and was red-rated for its high levels of sugar.
Customer Claire-Louise complained on X: ";Not everyone can tolerate sweeteners and some people choose to avoid them. Very disappointing."
A representative for Sainsbury's said at the time: "We regularly review our ranges so that we dedicate space in our stores to the products which are most popular with our customers.”
Vanishing products
Grocers regularly pull items from shelves if they do not perform well or make way for new items.
M&S confirmed last month that it axed its Cocoa & Cherry Bircher pot.
The tub was a popular breakfast snack for many customers who like to eat on the go.
Meanwhile, we can reveal eight nostalgic foods that have disappeared from supermarket shelves over the years.
There is everything from Campbell's soup to Caramac, and while we won't know for sure if these loved snacks will ever return, it is worth keeping an eye out.
What is new at Sainsbury's
Thankfully it is not all doom and gloom at Sainsbury's.
The retailer has unveiled its Christmas range much to the delight of shoppers.
Some items are currently available to buy but a handful of festive meats and desserts will not land in stores until December.
The popular Sticky Toffee liqueur is back this Christmas, too, quickly becoming a family favourite last year.
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Its slots for Christmas shopping delivery have also opened for all customers.
You can get a look at the full range by clicking the link here.
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.