Iceland is set to begin offering a new discount where any shoppers over the age of 60 will be able to get 10 per cent off their overall shopping bill.
From Tuesday, May 24, any shopper over the age bracket will be able to qualify for the discount by showing their proof of age at the checkout.
The discount will cover all products in both Iceland and The Food Warehouse stores on every Tuesday.
The frozen foods retailer will be the first ever UK supermarket chain to begin offering the over 60s discount to help out the elderly generation with their shopping worries.
It 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, reports Hull Live.
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.”
Iceland offered £30 vouchers to those receiving state pension as part of a regional trial last Christmas. Following the success of the trial, Iceland is now exploring a national rollout ready for Summer 2022.
The 10% discount will be available to those over sixty every Tuesday and will apply across all products. The 10% discounts will be available in-store only and to receive the over-60s discount, shoppers simply need to show proof of age at the checkout, which could be a driving license, senior bus pass, senior rail card or Freedom Pass.
Additionally, Iceland provides a free same-day delivery service for shoppers who spend £20 in-store, where customers can pick up all their fresh and frozen favourites, choose their preferred delivery time and Iceland will keep their shopping chilled or frozen until it’s time to deliver it later that day.
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