Waitrose has brought in loyalty pricing on a selection of chocolate goodies ahead of Easter. Members of the supermarket giant’s My Waitrose scheme can get a third off a range of Cadbury Easter Eggs and Lindt Lindor truffles.

The move lowers the price of large eggs from £5.50 to £3.67 while a 200g box of truffles drops from £7.50 to £50. The move differs to the retailer’s usual approach to promotions, which don’t normally require shoppers to be part of its loyalty scheme to take advantage of cheaper prices.

Waitrose’s sweet promotion comes after the business launched its Little Treats member perk in November.

It gives My Waitrose customers the chance to claim up to three treats each month, including free products or money-off their shop.

The supermarket described that benefit as its biggest giveaway since the return of free coffee earlier in 2025.

Other My Waitrose member offers include Big Cheese Thursday, Fish Friday and Sizzling Saturday, which all offer 20% off selected products.

Figures cited by The Grocer and attributed to the John Lewis Partnership (JLP), Waitrose’s parent company, show My Waitrose had 4.6 million members to the year ending January 25, 2025.

Meanwhile, the John Lewis Partnership on Thursday reported profits before tax, bonus and exceptional items rose by 6% to £134million.

It reported a pre-tax loss of £21m, down from a £97m profit a year earlier. This came after the retailer was hit by exceptional charges such as write-downs linked to legacy tech systems.

Profits were also affected by around £53m of extra costs linked to tax changes introduced last April.

JLP said higher national insurance contributions, following an increase in rates and thresholds for payment, cost it around £40 million, while the new Extended Producer Responsibility packaging levy cost it £13 million.

Sales across the business rose by 5% to £13.4 billion for the year, with growth across both brands as it pushed forwards with its major turnaround strategy.

However, the company said it is “cautious” in its outlook for the current financial year amid a “challenging macroeconomic environment”.