The director of corporate affairs at the Wales-based supermarket group Iceland has been dismissed following a series of tweets.
Iceland had apologised after one of its bosses reportedly referred to the Welsh language “gibberish”.
Keith Hann made the comments in a personal blog which has now been privatised.
A spokesperson for Iceland said: “Iceland has taken action in light of recent comments made by its Director of Corporate Affairs, resulting in the dismissal of Mr Hann with immediate effect.
"We would like to reiterate that these comments in no way reflect the values or philosophy of our business.
"We are a proud Welsh company, with a long history of investment in communities across Wales, and apologise for any upset or offence caused."
In a blog post, Mr Hann said he regrets the fact that his house is not far from the Welsh border: “I regret to say that we are also only about two miles from Wales, thanks to the border lurching east from the natural boundary of the River Dee, and taking a bite out of England that can only have been designed for the convenience of manufacturers of jigsaw puzzles."
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He also added that if he moved over the border that his son “would be having part of his education conducted in gibberish”.
In 2018, protestors from Cymdeithas yr Iaith Gymraeg (the Welsh Language Society) disrupted the official opening of a new branch in Rhyl over Iceland’s English-only signage policy.
Several shoppers had said on social media that they will now be boycotting the chain.