// Waitrose removes Mornflake after 50 years of selling the porridge brand
// It is reducing the number of products on its shelves amid the cost of living crisis
Waitrose has scrapped a porridge brand from stores and online as it cuts its range by 5%.
The grocer has removed Mornflake, which has been sold through Waitrose for the last 50 years.
Waitrose is looking to reduce the number of products on its shelves amid the cost of living crisis, The Telegraph reported.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
The news comes after the grocer revealed it had removed all Warburtons products from its shelves.
The supermarket claimed that Warbutons’ “performance didn’t meet expectations”.
“We’re proud to support British. This is clear from the huge range of products we stock, to our unparalleled support for British farmers,” Waitrose said.
“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.
“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.”