Asda has moved to offer some big discounts to key workers as the cost of living crisis continues to bite.
The supermarket giant says it will knock a chunk off the price at the till to support its customers and colleagues in managing their household costs, reports Manchester Evening News.
It comes as Iceland launched a major discount for shoppers over the age of 60 as warnings over the price of food worry the elderly.
Workers in the NHS, Emergency Services, Social Services, Social care sector and armed forces will all get 10% discount in every Asda store across the UK.
All they have to do is present their Blue Light Card to save money.
Asda say food and soft drinks, George clothing as well as homeware, toys, gifts and optical are all included in their offer.
The move comes following the announcement on Wednesday that UK inflation now stands at 9%.
Hayley Tatum, Asda’s Chief People and Corporate Affairs Officer said: “Family budgets are under huge pressure right now – with our Income Tracker showing household incomes down by £16 per week in March and set to fall further.
"Bringing back the Blue Light discount and removing the qualifying period for our own colleague discount are additional ways we can support our customers and colleagues, alongside our ongoing efforts to reduce prices and invest in our colleague pay.”
Tom Dalby, CEO at Blue Light Card, said: “We are really proud to be working with ASDA. With the cost of living on the rise, I hope this exclusive 10% discount helps families and individuals across the UK on everything from the big food shop to new school clothes.
"Asda has always done so much to show its appreciation to NHS staff and other frontline workers, and this partnership will support millions of blue light workers in the country.”
Food prices are going up for a number of reasons, one of which is the war in Ukraine.
Iceland are also doing their bit and their 10% off deals products for all over-60s and it will be launched from May 24.
To get Iceland's new discount, you must be over 60 and shop at Iceland on Tuesdays. The deal is 10% off products for all over-60s and it will be launched from May 24.
Those eligible can pop into Iceland at any time during opening hours and also visit sister shop The Food Warehouse.
The supermarket's managing director Richard Walker said: "The cost of living crisis has made support for these customers even more important, which is why I'm proud that we're finding new ways to support them, including the launch of this discount.
"We hope it will help all those in this age category to cut costs where they can."
