Iceland has launched a £30 voucher for shoppers over the age of 60 earlier this year to help pensioners during the cost of living crisis.
The voucher will be available for those eligible to claim from September 16.
Warnings over the price of food have continued as fears of an upcoming food crisis grow thanks to the war in Ukraine.
The country invaded by Vladimir Putin's Russian troops is sometimes known as "the breadbasket of the world" due to the huge amount of wheat it produces.
With inflation soaring and fuel and energy prices at crippling highs, food prices are just another problem on top of a mountain of concern for Brits at the moment, so the special Iceland discount may come as welcome relief for regular shoppers.
How do I get the Iceland voucher?
To get Iceland's new voucher, you must be of state pension age and either living independently or with a carer and relying solely on state pensions and benefits.
From August 1 until September 16, the £30 Summer Cheer voucher can be accessed from your local Iceland store.
Eligible pensioners can call the Summer Cheer hotline on 0800 098 7877, and the telephone line is open from 9am to 5pm, Monday to Friday.
It comes after Iceland launched a 10% discount to over-60s shoppers back in May.
To claim that, simply shop on a Tuesday and bring valid ID with you either in the form of a drivers licence, passport or other official documentation.
Those eligible can pop into Iceland at any time during opening hours and also visit sister shop The Food Warehouse.
The discount covers all purchased products, but proof of ID will be needed. This can come in the form of a driving licence, bus or rail pass or passport.
Iceland's cash-saving deal is targeted at those over 60 due to concerns about the cost of living crisis impacting older people
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."
Both the 10% discount and £30 voucher can be used in conjunction with each other.
Why are food prices going up?
Food prices are going up for a number of reasons, one of which is the war in Ukraine.
Ukraine's richly fertile soil and access to seaports mean 32 million hectares of land is farmed every year.
Ukraine and Russia supply a quarter of the world's wheat, while Ukraine itself supplies 15% of the world's corn and half of its sunflower oil.
With millions displaced fleeing barbaric Russian bombs, the country is at a standstill due to the war and much of Ukraine's production has halted.
This means there is a lower supply of food and key products like wheat, increasing demand. UN Secretary-General Antonio Guterres has warned of an impending global food crisis.
When demand increases, prices go up and this is a similar story for fuel and gas.
Shops charge their prices based on a variety of things, such as production costs. If fuel prices go up, it costs more for suppliers to transport goods, meaning they have to charge more to cover their own costs.
Transportation costs were already feeling the impact of the high demand for oil before the war in Ukraine broke out. Sanctions against Russia, which produces a huge amount of Europe's oil and gas, mean that a number of states are turning away from Russian energy.
Doing this increases demand elsewhere on the global market, driving up costs and impacting everyday products like food.
