Chocolate superpower Cadbury has announced that they will no longer be making their famous chocolate coins wrapped in gold or silver foil.
The bombshell was dropped when the company responded to a customer enquiry on Twitter by saying: "Chocolate coins have been discontinued however we have lots of other chocolatey treats to try."
The news was met with shock and outrage on social media. It is trending on Facebook and an online petition was even launched to reverse the confectionary company's decision.
Cadbury have said that the decision has been made because the coins were not as profitable as other products because they could not market them in the Cadbury purple.
A spokesperson for the company also told the Telegraph that shoppers have switched to cheaper, own-branded versions that are available at low-cost supermarkets such as Aldi and Lidl, causing sales to decline.
The spokesperson added: "We are sorry to see the coins go, but that's business."
Cadbury was established in Birmingham in 1824 but was bought by US company Kraft Foods for £11.5 billion in 2010.
The acquisition faced widespread disapproval from the UK public who were dismayed at the prospect of an iconic British institution falling into American hands.
Last year Kraft split into two companies, with the confectionery business taking the name of Mondelēz International, of which Cadbury is now a subsidiary.
