Supermarket chain Iceland is set to launch a new discount where shoppers can bag 10% off whatever they spend - but they must be over 60 to qualify and it's only in place on Tuesdays.
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.
The retailer said it decided to launch the offer 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.
It will be the first supermarket to launch a discount for the over 60s.
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.”
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 UK council has become the first to declare a cost of living emergency as foodbank usage surges.
Eastbourne foodbank has this year distributed more parcels per head than any other as the cost of living crisis deepens, the Trussell Trust network says.
The foodbank, a lifeline for some families now struggling more so than ever, handed out 17,440 emergency food parcels per 100,000 people last year, the charity added.
