Waitrose loses another major breakfast brand

Waitrose has pulled a popular breakfast cereal off supermarket shelves that has been a morning staple for 50 years.

The supermarket, which is incredibly popular with middle-class families, pulled Mornflake off its shelves just weeks after withdrawing all of Warburtons’ products.

The retailer has adjusted the products it offers its customers amid the ongoing cost-of-living crisis, which has led to a rise in the cost of groceries in all major supermarkets.

According to The Telegraph, Mornflake began trading in 1675 and is said to be the fifth oldest company in the country.

It is currently run by the fifteenth generation of the family.

Waitrose has ended a 50-year relationship with one of Britain’s oldest companies as the supermarket cuts the number of bands it stocks in its stores

The retailer also recently removed Warburtons products from its shelves

The company wrote to customers that they were “very disappointed” and “confused” by the decision.

Other companies have been warned they need to “rationalize” the number of products they have on shelves.

A source told The Telegraph: “Waitrose believes that by reducing reach they are making their supply chain more efficient and reducing costs.”

A spokesman for the retailer told the newspaper: “We are proud to support Brits. This is evident from the huge range of products we stock to our unparalleled support for UK farmers.

“In addition to their favourites, our customers also want new inspiration. Like any retailer, we review our range for commercial performance – including loyalty data and customer feedback – and remove duplicates to make room for exciting additions.

“This allows us to offer even better value for money and give a platform to brilliant British brands like ByRuby healthy ready meals and Barra Gin from a start-up distillery in the Outer Hebrides.”