Iceland is launching a 10% discount for people over 60, as the cost of living continues to rise. The new initiative launches on Tuesday 24 May and will then be available every Tuesday at all Iceland and The Food Warehouse stores.
The move to help elderly shoppers comes as inflation in the UK hit 9%, driven by increases in fuel and food costs. It is estimated that food alone has risen by as much as 6% since April 2021.
Iceland has further plans to roll out a scheme offering £30 vouchers to those receiving the state pension, following a regional trial scheme at the end of last year.
How do you qualify for the discount?
All Iceland and The Food Warehouse customers who are 60 or older will automatically be eligible for the discount, which is available during opening hours on Tuesdays. There is no minimum spend requirement and no products are excluded from the scheme.
Customers will be required to show proof of age at the checkout, for example a driving licence, bus or rail pass or passport.
Alternative ways to reduce bills
According to Age UK, three-quarters of older people in the UK are worried about the increasing cost of living. This has been intensified by the fact the state pension rose by only 3.1% this year, with the government suspending its "triple lock" promise, which usually means benefits rise in line with average earnings, inflation or 2.5%, whichever is the greatest.
In terms of saving money on food bills, both Morrisons and Asda have made cuts to a selection of their goods. More broadly, we have further useful suggestions in our article "Cost of living on the rise: How to minimise your household bills".