The Mornflake brand was first launched in 1941 by the Lea family at the height of World War II. The family had an existing oat milling business dating back to 1675 and the current managing director, John Lea, is a direct descendant of the original founder.[1] The company is one of the oldest companies in the UK and is one of Crewe's larger employers alongside Bentley Motors.[2]
Mornflake Oats is the official shirt sponsor of football teams Crewe Alexandra F.C. and Altrincham F.C.[3] The Mornflake logo has appeared on Crewe shirts since 2005,[4] making it the longest continual agreement in the EFL,[5] and October 2024 saw the 1,000th game since Mornflake's shirt sponsorship began.[6] In June 2021, Crewe agreed a £500,000 naming rights deal with Mornflake; its Gresty Road ground will be called the "Mornflake Stadium" until at least 2024–25.[7][5]
