Waitrose is parting company with Delia Smith three years after the celebrity chef started working with the supermarket.
The supermarket chain said Smith had other major commitments coming up in 2013 and that the decision to end the contract next month was “by mutual agreement”.
Smith was signed up with Heston Blumenthal in March 2010. She has appeared in numerous TV ads and her recipes have featured on Waitrose.com and on in-store recipe cards.
“It has been such a fantastic experience working together and we have been really appreciative of the work Delia has done with Waitrose,” said Waitrose marketing director Rupert Thomas.
Waitrose will continue to work with Blumenthal in its advertising and on his range of products that it said “push the boundaries of supermarket innovation”.
The supermarket said the Heston from Waitrose fig pudding and chocolate Christmas cake were among its top sellers over the festive season.