In a letter addressed to the scheme’s 8.5 million members, the supermarket said: “We’re improving the myWaitrose programme to offer customers personalised discounts on the products they buy most.”
It added: “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."
The decision caused outrage amongst many Waitrose shoppers, with many taking to social media to air their thoughts on the decision.
One shopper tweeted: “What?! Waitrose are stopping their #myWaitrose newspaper offer!! And their list of consolation offers are not comparable! The paper with the myWaitrose Saturday shop has been the cornerstone of our family’s weekend for YEARS! Not happy with this at all. I want to know why?!”
Another tweeted: “Austerity has finally arrived at Waitrose No more free newspapers with your shopping! I used to walk down to Waitrose a few times a week for top ups and the free newspaper was a real bonus, now the local Tesco will do just fine.”
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