The husband and wife founders of Tesco’s data powerhouse Dunnhumby have stepped down as non-executive directors of the company.

Clive Humby and Edwina Dunn were instrumental in the loyalty war between supermarkets, making a £90m plus fortune.

They moved from their operational roles as chairman and group CEO of Dunnhumby in late 2010, having formed the company 24 years ago and becoming a key part in the success of Tesco Clubcard.

“In their former roles, Edwina and Clive helped shape our values and culture nearly 25 years ago,” said global Dunnhumby CEO Simon Hay.

“Although they are no longer involved in the business, Dunnhumby will continue to deliver value, innovate and build on the great company and brand they established alongside many of our colleagues.”

Since 2010, Humby and Dunn have been working as advisors to the company, which Tesco CEO Philip Clarke last year revealed was being “put back at the heart” of its strategy, with Tesco ramping up personalised offers to customers this year.