Tesco has confirmed its Clubcard Fuel Save scheme, launched amid great fanfare in March 2014, is coming to an end.

A red flash on Its Clubcard Fuel Save website shows the promotion will finish on August 31, with customers able to redeem points until September 30.

A Tesco spokesman said: “Clubcard Fuel Save has been really popular with customers, helping them to save money when fuel prices were historically high. Customers are now telling us they want simpler, more direct benefits from shopping with Tesco, so that’s what we will deliver.”

Clubcard Fuel Save gave customers the chance to earn a fuel discount of 2ppl for every £50 cumulatively spent in-store or online per calendar month, up to a limit of 20ppl. A spend of £100 would earn customers a 4ppl discount, £150 would earn 6ppl discount, and so on, giving rise to the tag line ‘the more you shop, the more you save’. The fuel savings discounts could be redeemed at any Tesco forecourt, excluding Esso Express sites.

Clubcard Fuel Save was introduced under the tenure of Tesco chief executive Philip Clarke, who was replaced by Dave Lewis in September last year.

In June 2014 Clarke said it had a vital role to play in generating customer loyalty. He explained: “Clubcard Fuel Save will be a key point of difference in building long-term customer loyalty. Less than three months since launch it has already helped well over five million customers save an average of seven pence per litre. The scheme is driving clear changes in behaviour with a marked increase in fuel volumes towards the end of the month as customers seek to maximise the amount they can save.”