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 – stock-keeping 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.”
James Lea Mornflake managing director said “Mornflake has featured in Waitrose for over 50 years. We share the disappointment of everyone who is contacting us and would love to be back on their shelves in the future.”
