Supermarket giant Asda is no longer stocking Nintendo's struggling Wii U console in any of its 555 physical stores.
Launched at the end of 2012, the Wii U has been a disappointment for many publishers and gamers alike.
Asda will still sell the device on its online store and will stock games online on a 'title by title merit basis' according to a statement issued to CVG. The supermarket chain also states that it wants to continue to support Nintendo as a partner despite the move.
Despite assertions of support, Nintendo's 3DS also seems to have been hit by the move and is no longer being stocked online by Asda.
The decision not to stock the Wii U is not however a decision to stop stocking consoles all together as it is still selling Playstation 3s, Xbox 360s and PS Vitas along with games from their respective libraries. Stores are also currently taking pre-orders for the Xbox One and PS4.
Asda was partly responsible for leading the retail trend of cutting the price of the Wii U down dramatically, with its last listed price being approximately £150, down from an initial price of approximately £250.
The console's late 2012 launch was a disappointment for many publishers. EA went as far to say it had no plans to develop anything for the console and would only start working with the system if it became a stronger platform.
Other publishers have been less extreme with Activision Blizzard expressing disappointment but scheduling Wii U releases and Ubisoft is keen to support the system.
Nintendo has a fairly strong line up for the Wii U this year. As well as the recently launched Pikmin 3, an HD remake of Legend of Zelda: Wind Waker and Super Mario 3D World have the potential to become strong motivations to buy the console.
Asda is currently the UKs second largest supermarket chain behind Tesco. The chain was bought up by notorious American supermarket giant Walmart in 1999.