Hmmm if they are still selling it online then there's no reason not to do it in store. Could just be an attempt to gap fill due to some temporary supply/delivery issue? At the start of Fresh, most products were Morrisons branded, before shifting to by Amazon.

They simply aren't doing enough volume to justify producing it. UK grocery margins are so tight, they need economics of scale. Their strategy has been woeful so far, why bother keeping 20ish stores on life support with no clear ambition?