Starburst was discontinued by Mars Wrigley in June 2022 primarily due to ongoing supply chain complications, specifically because the confectionery products had to be imported from Europe. While this news caused significant disappointment among fans, Starburst products have since begun to reappear on shelves.
Reasons for the Discontinuation
The decision by Mars Wrigley to axe the popular Starburst brand in June 2022 was attributed to specific logistical challenges:
- Persistent Supply Chain Issues: The primary reason cited was the continued disruption within the global supply chain, making it difficult to maintain consistent availability of the product.
- Import Dependency: A significant contributing factor was that Starburst products sold in certain markets had to be imported from Europe. This reliance on international shipping channels exacerbated the supply chain problems, leading to the "difficult decision" to discontinue the brand at that time.
Fan Reaction and Eventual Return
The discontinuation of Starburst sparked widespread disappointment among its loyal fanbase. Many consumers expressed their dismay, often claiming the lollies were "the best" and lamenting their absence from store shelves.
However, after a two-year hiatus, Starburst has started to make a comeback. The beloved lollies have begun reappearing on supermarket shelves, much to the delight of consumers who missed the iconic chewy sweets. This return indicates that the initial supply chain challenges that led to its discontinuation may have been resolved or mitigated.
For more details on the return of Starburst, you can refer to reports from news.com.au.
