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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 AND DRINK NEWS UK

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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