Superstore Waitrose has called time on its advertising tie-up with Norwich City football club joint majority shareholder Delia Smith.

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Ms Smith, along with fellow chef Heston Blumenthal, appeared in a number of the grocer’s television advertisements, including its recent Christmas one.

But Waitrose has announced it is “bidding a fond farewell” to Ms Smith.

The retailer said she has other major projects and commitments coming up this year and so, by mutual agreement, her contract , initially due to run for three years when it was signed in 2010, will finish next month.

Rupert Thomas, Waitrose marketing director, said: “It has been such a fantastic experience working together and we have been really appreciative of the work Delia has done with Waitrose. We remain on very good terms and will be continuing to work closely with her until the end of February.”

Mr Blumenthal’s contract has been renewed and he will continue to work with Waitrose.

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