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It was one of the most enduring advertising slogans in the history of confectionery, but now the 47-year-old 'Have a Break - Have a KitKat' is to be abandoned.

The snack's maker, Nestle Rowntree, said it was dumping the catchprase which has been a favourite of generations, because it no longer shifts the chocolate bar. The firm says it is replacing it with a new slogan 'Make the most of your break' in a new campaign starting next month. KitKat's famous tagline was first used with the chocolate bar's debut TV advert in 1957.

Nestle Rowntree decided to make the change after extensive market research showed that while most people knew the slogan, it had little effect in convincing them to buy the product, which is made in the firm's York factory.

A company spokeswoman said: 'We are introducing a new advertising campaign to consolidate KitKat's position as one of the UK's best-selling chocolate bars.'

'It reinforces KitKat's ownership of key snacking occasions, and offers consumers a fresh reason to buy the brand for these occasions.'

Earlier this year, the firm announced that sales dipped last year despite KitKat remaining Britain's favourite chocolate snack.

But the spokeswoman said sales had picked up recently, pointing to a ten percent rise in the last eight weeks.

Stephen Brook, The Guardian, Tuesday August 3, 2009