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Keith Hann, director of corporate affairs for frozen food retailer Iceland has been dismissed with immediate effect after he was found to have made disparaging remarks about both the Welsh language and Wales itself.

The supermarket, which has its corporate headquarters on Deeside (Welsh: Glannau Dyfrdwy) in North Wales, was forced to apologise on Wednesday after reports emerged of Hann describing Welsh as “gibberish

It also stated that Hann’s remarks did not reflect the company’s views and added it was a proud Welsh company.

Many Welsh customers contacted Iceland on Twitter stating they would be boycotting the company’s stores as a result of Hann’s crass insensitivity.

In addition to calling Welsh gibberish, Hann wrote on his blog that the Welsh language sounded “like someone with bad catarrh clearing his throat”.

Furthermore, in a tweet which has since been deleted, Hann wrote that the “inhabitants of the UK’s Celtic fringe loathe all visitors“.

Read the full story in the Daily Post.