Nestlé has confirmed that Chocolate Log, long a staple of tuck shops and midnight snacks in South Africa, will be discontinued from August.

The company said Chocolate Log “has been a loved brand for over 50 years and we thank our loyal consumers for their support over these years. We equally understand that its discontinuation may somehow disappoint some of our loyal consumers.”

The Chocolate Log was “creamy marshmallow on crisp wafer covered in milk chocolate”, and it was a staple of South African childhood.

Why is the company doing this? Innovation, apparently. “As Nestlé, our purpose is to delight our consumers through tastier and healthier products. We know that one of the main drivers of the chocolate category is innovation and that consumers love new products,” said Nestlé. 

“Taking this into consideration, we do discontinue certain products and introduce new ones to the market.”

The company also tried to comfort disappointed consumers by saying it will be “bringing a variety of delicious chocolates in the coming months and we urge our consumers to be on the lookout!”

The news first hit social media via Aubergine Specialty Foods, a supplier of South African food in Canada. Business Insider South Africa has since confirmed it with Nestlé.

It’s not the only recent chocolate tragedy to hit South Africans. In 2017, Cadbury halted production of the beloved Tempo chocolate, a uniquely South African treat which had been produced since 1986. Tempo was replaced by the 5 Star chocolate.

Social media was, understandably, not impressed.