From next week Iceland is set to offer all customers over 60 a discount on their shopping with no minimum spend required.
The 10% discounted deal will be available at all branches of both Iceland and The Food Warehouse which is set to come into force on May 24.
It comes as Age UK revealed that three-quarters of older people in the UK - approximately 9.4 million - are worried about the rising cost of living.
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In response to the recent findings, Iceland is now launching the discount in the hope it will help the older generation cut down their weekly food bill.
According to Hull Live, Iceland Foods will be the first and only supermarket in the UK to be offering this type of discount.
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 and 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 offer is in-store only and in order benefit from it, shoppers must show proof of age at the checkout whether it's a driving license or travel pass.
