Iceland is to introduce a new scheme where shoppers over 60 get 10% off at the tills. The supermarket chain will launch the discount from next week (May 24) but it'll only be active on a Tuesday.
So on that day each week anyone aged 60 or over will be able to claim the offer in-store at branches of Iceland and The Food Warehouse by showing proof of their age. There will be no minimum spend and the discount will apply across all products and ranges.
Richard Walker, the firm's Managing Director, revealed why it's the first supermarket to go down that route. He explained the decision was made after Age UK recently revealed that three-quarters of older people in the UK (9.4 million) are worried about the rising cost of living, reports The Mirror.
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"We have a long history of supporting our over 60s customers, such as when we launched ‘Elderly Hour’ at the height of the pandemic, " he said. "The cost of living crisis has made support for these customers even more important.
"That 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."
Last Christmas Iceland ran a regional trial offering those receiving a state pension £30 vouchers and is now exploring a national rollout ready for this summer. The supermarket says it is "doing what we can to keep costs down" on products as people across the country struggle with soaring prices.
This week Andrew Bailey, governor of the Bank of England issued an "apocalyptic" warning over food supplies and skyrocketing costs for consumers. He said the situation is "very, very difficult" with inflation soaring and warned "there’s not a lot we can do about 80% of it."
Meanwhile a foodbank in Eastbourne has this year distributed more parcels per head than any other as the cost of living crisis deepens, the Trussell Trust network revealed. A lifeline for some families now struggling more so than ever, it handed out 17,440 emergency food parcels per 100,000 people last year, the charity added.
