Supermarket of choice for the posh and some say privileged, Waitrose, has announced a new collaboration with The National Lottery that will soon see winning ticket holders get paid, not in cash, but instead they will get fresh produce from the store’s shelves.

Waitrose Director of Public Affairs, Alan McNally, told reporters: ‘We are delighted to be involved in this initiative that will see real value added to the prizes.’

‘For example, currently if a player matches three numbers in a standard Lotto game they win £30. However from May match three and they will get a Waitrose voucher for a pack of our 4 Hand-Trimmed Organic Lamb Cutlets worth £45. That’s a significant 50% uplift on the prize value.’

A spokesman for Camelot said: ‘This is very exciting and is in response to suggestions that the prize values had become devalued in recent years. We are particularly excited about the new Jackpot provisions.’

‘If players are lucky enough to match all six balls then they will be able to take the cash prize in the normal way, but should they prefer, then they can waive that and go for a much more valuable three-minute trolley dash with no department restrictions whatsoever, thus giving a wonderful opportunity to almost double the value of the Jackpot.’