Waitrose delists Mornflake porridge brand after 50 years
Waitrose has removed a longstanding porridge brand from its shelves after selling it for 50 years.
According to The Telegraph, the supermarket has delisted Mornflake porridge oats just a few weeks after it withdrew Warburtons products. The move forms part of an adjustment of products by the retailer during the cost-of-living crisis.
A family owned business, Mornflake’s roots date back to 1675 when it opened its first mill.
A Waitrose spokesperson told The Telegraph: “Our customers want new inspiration alongside their favourites. Like every retailer, we review our range on commercial performance – including loyalty data and customer feedback – removing duplication to make way for exciting new additions.
“Doing so means we can offer even better value, and give a platform to brilliant British brands, like healthy ready meals from ByRuby, and Barra Gin from a start-up distillery in the Outer Hebrides.
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