Mornflake has netted a new record as the oldest sponsor of Crewe Alexandra Football Club.
We've notched up 11 years as top sponsor of the side and club secretary Alison Bowler paid tribute saying: "Mornflake's shirt sponsorship is now the longest in our history and we can't be more grateful for the firm's continued support.
"Throughout our highs and lows we have always been able to rely on Mornflake. It is a great ambassador for the area, flying the flag high for Crewe as it exports products to countries across the world.
"Fans know it as a top local employer and great friend to the club while players wear the company logo on their shirts with pride."
A new-style shirt, bearing the Mornflake logo, is currently being designed and will be unveiled at pre-season friendlies in July.
Above : Abigail Saunders of Mornflake serves up a gluten-free porridge breakfast to Crewe Alexandra manager Steve Davis and players Matt Tootle and Lauri Dalla Valle in the firm's development kitchen.