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Shock As Holly Willoughby Quits Job To Spend More Time With Family

© Marks And Spencer

'This is not something I can do without it starting to affect my family time at home,' says the I'm A Celebrity host

Holly Willoughby has announced that she won’t be involved in the launch of lifestyle brand Truly this autumn as expected, as she has too many other commitments.

The brand’s website is still live, it features a holding page accepting sign ups to the newsletter ahead of the highly anticipated October launch.

‘Truly is a new lifestyle brand for you that launches later this year,’ reads the site. ‘It's about beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier.’

Willoughby took to Instagram to announce her departure from the brand, in a post that read; ‘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.’

The post garnered both positive and negative comments, as well as over 30,000 likes.

‘I'm so disappointed you'd leave your fans and money behind from a positive brand that were there for you,’ said one commenter. ‘Not for the money but for the fans you bred from your honest work as a working mum.’

Others were more supportive; ‘You have to do what’s right for you and your family! I’m sure you rise above all the negative comments anyway so no need to say rise above it! Looking forward to seeing you in the jungle. Keep being fabulous and great at what you do!’

READ MORE: All Of Holly Willoughby's Outfits On This Morning

Willoughby will be replacing Ant McPartlin as the co-presenter on ITV’s I’m a Celebrity… Get Me Out of Here! alongside Declan Donnelly this Autumn. She was also named as the new face of M&S earlier this month, and spoke to us about the importance of comfortable clothing with such a packed schedule; 'I've got to be comfortable. Gone are the days where I'll put something on and be forever tucking it in or pulling it down. I can't bear that – it drives me bananas. There is not enough time in the day to tuck yourself in 50,000 times.