McCain Foods is dropping the loyalty scheme through which consumers could earn ‘Spud Shillings’ by buying McCain products or playing games on its website.

The Spud Shillings were redeemable at Premier Inn, Alton Towers and retailers including HMV and M&S.

The scheme, which launched last year, will end on 19 December.

“We are now looking for new ways to deliver value back to our customers,” a spokesman for McCain said.