Iconic kiwi sweet treat Jaffas is being discontinued indefinitely and will no longer be available on any New Zealand shelves.

Jaffas' parent company RJ's Confectionery told RNZ the decision to stop manufacturing the lolly was "due to declining sales".

"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," a company spokesperson said.

While held dear to many kiwis, Jaffas was originally produced in 1931 by James Stedman-Henderson's Sweets Ltd in Australia.

But the lolly is so iconic here in New Zealand, there was even an annual Jaffas race down the steepest street in the world - Baldwin Street Dunedin.

RJ's Confectionery said it was sad to the iconic treat go.

"While it is extremely tough for us to say goodbye to Jaffas, we are committed to continuing to innovate across our extensive RJ's range with delicious new products to excite and delight consumers".

This story was originally published by RNZ