Fans share memories of now discontinued Jaffas as Trade Me listings surge

Jaffas are disappearing from supermarket shelves and popping up online after news broke that the classic Kiwi treat was being discontinued yesterday.

Listings on Trade Me have surged, with sellers offering bags of the orange chocolate lollies for as much as $1500. Most listings were priced between $15 and $30.

Some sellers were pitching their Jaffas as collectors' items, with one saying they were "offering a chance to acquire a piece of New Zealand history, an heirloom to be passed down through generations".

Levin-based manufacturer RJ's told 1News it had received more than 100 queries about the discontinuation of Jaffas since last night.

"We know this will be disappointing news for many Kiwis and loyal Jaffas fans around New Zealand. Many of us have grown up enjoying the classic flavour combo of the crispy orange shell and smooth chocolate centre.

"However, there have sadly not been enough people buying Jaffas in recent times to support its continued ranging on shelves."

RJ's said it was "extremely tough" to say goodbye to Jaffas but emphasised the company continued to innovate.

"We are committed to continuing to innovate across our extensive RJ’s range with delicious new products to excite and delight consumers."

The discontinuation has prompted a wave of nostalgia on social media with users posting memories of rolling Jaffas down the aisles of movie theatres and others joking they would need to find a new nickname for Aucklanders.

"I think this is an outrage," one Jaffa fan said.

Another said he was disappointed, calling them a "Kiwi icon".

"It's kind of heartbreaking," one said. "Usually, when I'd have sleepovers with my mates, we'd always have a big lolly pile – Jaffas were always a hit."

Auckland Mayor Wayne Brown also weighed in.

"I finally found a reason to consider visiting Horowhenua - to investigate the national tragedy that is Jaffas being discontinued," he said on X.

"Mayor Bernie, sort it out!"

But some are happy to see them go.

"I'm not really a Jaffa fan,” a woman on the street told 1News. "I think of all the colouring all went on your teeth, all on your lips and mouth."

The sweet treats were first made by Cadbury in 1931. RJ's took over manufacturing and production of Jaffas in 2018 after Mondelez International, then making Cadbury products, confirmed the closure of its Dunedin factory.

The spherical treat had already been quietly removed from supermarket shelves across the ditch in 2023, also citing declining sales.