A new discount has been given to senior shoppers every Tuesday at Iceland to ease the cost of living crisis - and shoppers in West Bridgford shoppers have welcomed the new scheme, calling it "fantastic".
The supermarket announced customers over 60 will get a 10% discount on their shop with no minimum spend required. All shoppers are required to do is show proof of their age such as a driving licence or travel card.
Mr and Mrs Barrett from West Bridgford said they went to Iceland specifically so they could make use of the deal. Mrs Barrett, 61, said: "It is a good idea considering the current situation, it is fantastic.
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"I thought they would do something because they stopped their deliveries so you have got a lot of families who rely on it so they have got to do something else."
Mr Barrett, 72, said they usually go shopping on a Tuesday and Thursday but added: "We would have been coming anyway but I think we are getting it all done today. At the moment the way things are, it is cheaper."
Margret Freeman, 72, from West Bridgford brought two boxes of Capri Sun drinks with her discount. She said: "It is fantastic, I will be shopping there a lot more. I brought these drinks, they're £3.50 each in Co-Op and I got two for £3.60 here. I am a very happy bunny."
Pat Musgrove, 66, from Edwalton said: "I did not know about it, it is the first I have heard. I think it is a very good idea. I am actually going to get a load of sweets for my grandkids so it'll come in handy."
A couple in their 80s from Ruddington who brought fish and cakes with their discount added: "Well it is quite a good idea, I am just surprised really. We usually do come here on Tuesdays so it was a surprise when she said at the till."
An Iceland spokesperson said: "Age UK recently revealed that three-quarters of older people in the UK (9.4 million) are worried about the rising cost of living. In response, Iceland is launching the discount across its stores and The Food Warehouse stores in the hope that it will help the older generation cut down their weekly food bill."
They added: "The discount has been well received by our customers and we will continue to monitor their feedback. We hope that this discount will help shoppers who are 60 years and older to reduce their food bills as the cost of living continues to be a worry.
"Currently this is part of an ongoing trial. Iceland will continue to try and support those in need during the cost of living crisis and this is just one of the many ways we’re doing so."
