Holly Willoughby has quit lifestyle brand Truly.
The 37-year-old presenter has made the "tough decision" to step away from the lifestyle brand before the forthcoming launch as she wants to focus on her family and her other career commitments which include co-hosting 'This Morning' and being an ambassador for high street chain Marks & Spencer.
Holly - who shares Chester, three, Belle, seven, and nine-year-old Harry with husband Daniel Baldwin, 43 - is also replacing Ant McPartlin on the forthcoming series of 'I'm A Celebrity... Get Me Out Of Here!' alongside Declan Donnelly putting even more pressure on her schedule.
A source told The Sun newspaper: "It was a really tough decision for Holly, but it's one that's come quite late in the day. Truly was meant to launch in the next few weeks but at the 11th hour, she's said she could no longer be a part of it.
"It will mean the whole launch will now be pushed back until next year, which is a major headache.
"It's about what's best for her family. It was a hard decision but the right one for Holly and her husband Dan. She'd done a load of publicity around the launch of it just weeks ago. So it was a real last minute decision."
Holly has confirmed in an Instagram post that she is parting ways with Truly, which is a venture between Peter Jones, his wife Tara, 45, and Holly's sister Kelly, 40, all of whom all directors of the firm.
She wrote: "After much consideration, I have made the decision to step away from Truly.
"To launch a brand needs total dedication and at the moment, with so many other commitments, this is not something I feel I can do without it starting to affect my family time at home. I wish Truly all the success for the future."