Fortnum & Mason has launched a paid loyalty scheme for the first time in its 318-year history, as it aims to tap into its growing base of food and drink fans.

The “Friends of Fortnum’s” membership programme is available for £100 per year and includes a curated welcome gift, free next-day UK delivery on all orders over £25, access to exclusive events, seasonal gifts with online orders, and added in-store and restaurant perks.

The programme is designed to encourage more frequent shopping and dining, both online and in-store at its Piccadilly flagship and across the wider estate.

The launch follows a successful trial, which the luxury grocery retailer says helped shape the final offer based on customer feedback, as product discovery and exclusive experiences were ranked highest among trial members.

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The benefits will change with the seasons, ensuring regular surprises throughout the year. Fortnum & Mason said the initiative supports its ambition to become “more relevant to more people, more often”.

“We have today launched Friends of Fortnum’s in direct response to feedback from our customers who tell us they are seeking a closer connection to the rich storytelling and unforgettable experiences for which Fortnum’s has become renowned and who are looking for more reasons to shop and dine with us all year round,” said CEO Tom Athron.

“Having seen the overwhelmingly positive response in the early stages, we’re very excited to bring this unique concept to life.”

The move follows that of fellow luxury retailer Harrods, which launched its loyalty card program in July 2002, offering a range of exclusive rewards including in tis Foodhall.

Earlier this year, Fortnum & Mason joined rapid delivery service Zapp, to provide 24/7 on-demand home deliveries for its London shoppers, in a launch designed to meet the changing needs of modern consumers, allowing customers to enjoy its luxury products without leaving their homes.