Waitrose has expanded its My Waitrose loyalty scheme with the nationwide launch of ‘Little Treats’.

The initiative is a new member benefit that rewards customers who sign up for My Waitrose online with free products or money off their shop each month.

The rollout follows a two-month trial across 74 stores, which the retailer said was met with “an overwhelmingly positive response”.

The scheme allows members to earn up to three “Little Treats” per month once they reach spending thresholds of £50, £100, and £250, with each voucher to appear automatically in customers’ online accounts or app, and reset at the start of every month.

The upmarket grocer said the launch marks its biggest giveaway since reinstating free coffee earlier this year. During the pilot, rewards included a free bunch of Waitrose Foundation Pastel Roses, a No.1 pizza, and vouchers worth up to £5.

The addition of Little Treats brings the total number of My Waitrose benefits to ten, joining existing offers such as personalised discounts, service counter reductions, and a complimentary monthly copy of Waitrose Food magazine.

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Waitrose head of loyalty Alex Lovell described the launch as “a massive moment in strengthening My Waitrose as a club for food lovers”, adding that it reinforces the retailer’s focus on rewarding regular customers.

“It’s a way for us to say thank you to the growing number of loyal Waitrose customers,” said Lovell. “Loyalty has been a big focus for Waitrose in 2025, and we hope that each time a shopper claims their ‘Little Treat’, free Waitrose Food Magazine or personalised offer, it acts as a reminder of just how much we value them.”

Alongside the new benefit, the grocer is relaunching its Waitrose Food magazine this month with a refreshed design and updated content aimed at food enthusiasts, featuring expert writers, recipes and kitchen inspiration.

The roll out of the supermarket chain’s new initiative comes a year after Waitrose revealed it will no longer offer free newspaper vouchers to loyal shoppers as it instead looks to “invest in rewards that benefit all members”.

The move, which initially faced backlash online, came amid the grocery retailer revamping its loyalty scheme, with a spokesperson at the time saying, “customers will get additional rewards over the coming weeks to thank them for their loyalty, as well as our wider benefits, like free hot drinks and personalised offers, which remain hugely popular.”