The move risks prompting similar outrage to when the supermarket chain made changes to their free coffee deal in 2017 before scrapping it in 2020 at the start of the pandemic.

From 22 February, customers with a myWaitrose card will not be eligible for a free newspaper when they spend £10 or more.

The chain has promised new offers in its place, however.

In an email to customers, it wrote: "Nobody shops for us like you, so we are updating myWaitrose to make it even more personal.

"As part of these changes, the myWaitrose newspaper offer will be ending on 22nd February. But we're replacing it with something new - look out for updates in the coming weeks."

The personalised offers will include member-only prices and discounts on cooking classes.

In 2017 Waitrose, which is owned by John Lewis & Partners, faced a backlash when it introduced rules that forced customers to buy items before they could claim their hot beverage.

The latest change has already prompted anger from customers.

On Twitter, Richard Stitson said: "So you're removing the free newspaper from #mywaitrose later this month. I've never taken you up on the free coffee but the free paper is what makes me shop at Waitrose... Bad move. Lost my loyalty."

Kien Tan, another customer, tweeted that John Lewis & Partners had a "death wish" by scrapping the free paper, which had kept his parents shopping at Waitrose.

A Waitrose 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."