Waitrose has announced it will be replacing one of their popular freebies for loyalty card holders and it has not went down well with shoppers.
Members have been able to pick up a free newspaper when they spend £10 or more with a MyWaitrose card, but the supermarket has confirmed this will be replaced with another scheme from February 22.
In an email to all scheme members on Wednesday February 2, Waitrose has said the popular scheme will be replaced in favour of more "personalised offers" for card holders.
The new offers are set to change weekly and can include discounts on Waitrose cookery classes, reports The Manchester Evening News.
The email sent out to cardholders from Waitrose said: "Nobody shops quite like you - so we're updating myWaitrose to make it even more personal, with savings tailored to the way you shop and the things you love.
"As part of these changes, the myWaitrose newspaper offer will be ending on 22 February 2022.
"But we're replacing it with something even better - personalised offers, chosen just for you."
The new change has caused outrage among shoppers who have been left unimpressed, especially as it is the latest freebie to be scrapped.
Just last year, the supermarket stopped offering free coffees to MyWaitrose members due to the ongoing pandemic and it has yet to return.
New offers detailed include "members-only prices across a wide range of products", "Discounts on Waitrose Cookery School classes" and "Our award-winning magazines for free - Waitrose Food, Waitrose Drinks and Waitrose Health".
Loyalty card holders will also continue to benefit on savings on Johnsons the Cleaners dry cleaning and laundry at Waitrose.
Unfortunately, the news has not went down well with shoppers who took to social media to voice their disappointment at the new changes.
Taking to Twitter, one shopper said: "@waitrosevery disappointed at the removal of free newspaper. Our weekly spend is in excess of £70. Never have the free coffee but always a weekly newspaper. No longer any incentive of sticking to Waitrose now. Sad news."
Another shopper fumed: "Waitrose ending their free newspaper offer and replacing it with discounts on cookery classes is the most middle class thing I have ever been annoyed about."
"First they took the coffee, then they took the newspapers, what next?!?! @waitrose", commented another shopper.
Other shoppers were sad at the schemes discontinuation as it was the 'only offer they used.'
"Sad to see that Waitrose are dropping their free newspapers - that was the only loyalty offer from any supermarket that worked for me," wrote one shopper.
While another said: "Dear @waitrose I’ve just received this from you. You’re about to take away the only shopping benefit that I have ever used. Big mistake IMHO. If I’m going to spend big in my weekly shop I will now go to @marksandspence permanently instead. Byeeeee."
The supermarket confirmed that the reason for the changes to scheme has actually been down to not as many members taking up the offer.
A spokesperson said: "“We’re improving the myWaitrose programme to offer customers personalised discounts on the products they buy most.
“While the newspaper offer was enjoyed by some of our customers, in reality it was only being used by around 5% of members.
"The new approach will mean that all members can make greater savings by receiving benefits tailored to them.”
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