Over the past two years , the duo – real names Anthony McPartlin and Declan Donnelly – have starred in a series of Morrisons campaigns . They 're the nation ’ s favourite hosts of Saturday night TV , but cheeky chappies Ant and Dec will no longer be the face of struggling supermarket chain Morrisons , The Mail on Sunday can reveal . Over the past two years , the duo – real names Anthony McPartlin and Declan Donnelly – have starred in a series of Morrisons campaigns . But now they and the retailer have parted company , ripping up their multi-million advertising deal . And last night there was mystery over who exactly had ended the relationship . Sources close to Ant and Dec said they had been offered another 12-month contract but turned it down . However , business insiders told The Mail on Sunday that Morrisons would not renew the deal because it wants future advertising to emphasise its value credentials and the quality of its food , which the duo no longer represent . Analyst Bryan Roberts , of market research firm Kantar Retail , said : ‘ In marketing terms , this is absolutely the right thing to do . 'People turn on the television and see two incredibly wealthy lads being well paid to advertise a supermarket which is supposed to be helping us save money . ‘ People are far more savvy these days and they can make that connection. ’ Scroll down for video . Morrisons reported profits down by 52 per cent to £345 million last week – its worst results in eight years . And chairman Andy Higginson said it had slashed the value of its property portfolio by £1.3 billion . Both Morrisons and Ant and Dec declined to comment on the decision . Sources said the supermarket chain decided not to renew the advertising contract with the pair .
Ant and Morrisons have starred in series of campaigns over the past two years . But the TV duo has now parted ways with the supermarket chain . Sources said it was Morrisons that would not renew the pair 's deal .