Waitrose has extended its My Waitrose loyalty scheme with the nationwide rollout of ‘Little Treats’.

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

The rollout comes after a two-month trial across 74 shops, which Waitrose said was met with “an overwhelmingly positive response”.

The scheme enables members to earn up to three “Little Treats” per month once they reach spending thresholds of £50, £100, and £250.

Each voucher appears automatically in shoppers’ online accounts or app, and resets at the start of every month.

The 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.

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.”

Last month, fashion retailer Matalan revealed that it would be revamping its loyalty programme and app under its business transformation.

Iceland Foods also rebranded its Bonus Card membership initiative in August, as it implemented a new push on loyalty.

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