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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… View Article

FOOD & DRINK

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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