Waitrose pulls Mornflake porridge from its shelves after 50 years
WAITROSE has withdrawn a porridge brand made by one of Britain’s oldest companies, as the upmarket supermarket reduces the number of products on its shelves amid the cost of- iving crisis.
Mornflake, which began trading in 1675, has been “delisted” by Waitrose after a 50-year stint on the grocer’s shelves.
It comes a fortnight after The Sunday Telegraph revealed that Warburtons products had been withdrawn from Waitrose after a commercial dispute with the family-owned baking business.
The supermarket has been slimming down its range, reducing the number of brands on its shelves by 5pc over the last year. Industry sources said buyers for the company were under pressure to reduce the number of brands being stocked.
Waitrose this weekend responded by saying it was “proud to support British” and championed its “unparalleled support for British farmers”.
Cheshire-based Mornflake was founded by Philip Lea and is still familyowned 15 generations later. It claims to be the country’s fourth oldest company.
The Mornflake range was removed last autumn.
One of its products was ranked in the top 10 best sellers for the category at Waitrose before being dropped, accord- ing to the company. All other major supermarkets stock at least one product from Mornflake’s range.
Bosses at the cereal and oat maker took the unusual step of writing to disgruntled customers to say that they were “very disappointed” and “con- fused” by Waitrose’s move.
Customers were given Waitrose executive director James Bailey’s name and address and urged to contact him directly so that Mornflake’s products could be on the supermarket’s shelves once again.
“Unfortunately, stores are unable to influence ranging decisions,” the letter, seen by this newspaper, read.
Emails between Waitrose buyers and staff at other food and drink companies seen by The Telegraph show the grocer’s staff are under pressure to reduce the number of brands it stocks.
A source at another well-known food brand that remains on Waitrose shelves said the supermarket has been talking about plans to “rationalise” its range “for several months”. “The Waitrose belief is that by reducing range they make their supply chain more efficient and reduce costs,” they said.
Analysis by The Grocer found that Waitrose had shrunk its range by 5pc in the past year. Total SKUs – stockkeeping units, retail jargon for individual items – fell from 16,826 to 16,004 as of Nov 28, the trade publication found.
Earlier analysis found that of the large supermarkets, only Morrisons had reduced its product ranges by a greater degree in percentage terms. A food industry source said: “Waitrose has the biggest and most diverse offering, but it seems like too much choice for the consumer at the moment.”
A spokesman 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.
“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.”