Waitrose has removed another popular brand from its shelves.
The supermarket chain, which is part of the John Lewis Partnership, has stopped selling Mornflake porridge after having done for for 50 years.
The move comes after Waitrose also took all Warburtons products from its shelves in a row over performance.
READ MORE: Click here to sign up to the BusinessLive North West newsletter
The Mornflake brand is owned by Morning Foods, a Cheshire company that can trace its roots back to 1675.
The company's products are sold by the likes of Morrisons, Asda, Ocado, Booths, Amazon and Home Bargains and is one of Crewe’s largest employers alongside Bentley.
In its most recently available financial accounts, Morning Foods reported a turnover of £165m and pre-tax profits of £7m.
A Waitrose spokesperson said: "We’re proud to support British and Mornflake continue to make our own label oats. 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.
"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."
Morning Foods declined to comment.
READ MORE:
In The Style warns of widening losses as potential takeover looms
'No decisions made' on potential sale of food giant Princes after 'market speculation'
Bentley, Cowgills and Sedulo: The 19 latest North West hires and promotions
Dragons' Den star Steven Bartlett launches $100m fund to find Europe's next $1bn unicorn
