British Gas has axed its digital-only challenger brand Evolve just a year after launch, making it the latest energy supplier to disappear.
It was created by the Big Six supplier in October 2020 as a low cost, digital and 'hassle free' alternative.
British Gas Evolve supplied 250,000 customers, including around 50,000 people who were transferred to the brand from Simplicity Energy after it went bust in January.
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Evolve initially provided customers with 100 per cent renewable electricity, unlike British Gas, which offers both renewable and energy from other sources.
A notice on its website said: "We've listened to our customers feedback and know that British Gas is a name they know and trust – and we know how important that is at a time when there's so much uncertainty in the energy market."
It added that existing customers don't need to do anything as their energy supply won't be affected and the tariff, payment and log in details will stay exactly the same.
At Evolve's launch, its managing director Peter Simon said: "We have taken what we know works from disrupter brands and combined it with our vast experience in the energy market."
Many of these 'disrupter' brands have found it difficult to survive after rocketing wholesale costs and as such, no longer offer competition to British Gas.
Challenger market leader Bulb, which has millions of customers, was put into special administration last week.
British Gas has taken on many new customers in recent times, one of the only brands to do so, after being assigned as a Supplier of Last Resort for multiple collapsed firms by Ofgem.
It has taken on 350,000 from People's Energy Company, 9,000 from MoneyPlus, 85,000 from PFP Energy, 14,800 from Zebra Energy and 5,900 from BlueGreen Energy - nearly half a million new households.
