Waitrose has pulled another major cereal brand from supermarket stores in a row over poor sales performance.
The upmarket retailer has now removed Mornflake from its shelves, an iconic UK breakfast staple over the past 50 years.
It comes just a few weeks after Waitrose removed all Warburtons products from its stores – as the retailer adjusts the ranges it offers customers as inflation and the cost-of-living crisis continue to push up everyday prices.
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Mornflake, which began trading in 1675 and is believed to be the fifth-oldest company in the country, wrote to customers to say they were ‘very disappointed’ and ‘confused’ by the decision.
Other firms have been warned they must ‘rationalise’ the number of products they have on the shelves as budgets are stretched further.
“The Waitrose belief is that by reducing range they make their supply chain more efficient and reduce costs,” a source told The Telegraph.
A spokesperson for Waitrose said: “We’re proud to support British. This is clear from the huge range of products we stock, to our unparalleled support for British farmers.
“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 additions,” they added.
“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.”
The news comes as Waitrose has launched two wrap-free bouquets for Valentine’s Day, as it looks to remove unnecessary packaging and limit single-use plastic.
