Iceland and The Food Warehouse are the first supermarket chain to make changes to shoppers experience based on age.
The frozen food chain is bringing in a discount for some of its customers. Anyone over the age of 60 will be offered a 10% discount, but only on Tuesdays, as a way to help combat rising inflation costs.
Every Tuesday from May 24, anyone aged 60 or over will be able to claim the offer in-store at branches of Iceland and The Food Warehouse by showing a proof of age. There is no minimum spend and the discount applies across all products and ranges.
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The offer comes 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. Richard Walker, managing director at Iceland, said: “We have a long history of supporting our over 60s customers, such as when we launched ‘Elderly Hour’ at the height of the pandemic.
"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.”
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