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 in the Cheshire village of
Swettenham dating back to 1675 and the current managing director, John Lea, is a direct descendant of the original founder. H J Lea Oakes, the parent company of Morning Foods, is one of the
oldest companies in the UK and is one of Crewe's larger employers alongside
Bentley Motors. Mornflake Oats was the official shirt sponsor of football teams
Crewe Alexandra F.C. and
Altrincham F.C. The Mornflake logo appeared on Crewe shirts for 20 years from 2005, making it the then longest continual agreement in the EFL, and October 2024 saw the 1,000th game since Mornflake's shirt sponsorship began. In June 2021, Crewe agreed a £500,000 naming rights deal with Mornflake; its
Gresty Road ground would be called the "Mornflake Stadium" until at least 2024–25. ==Products==