Iceland offers new 10 per cent discount to shoppers aged 60+ to help ease cost-of-living worries

Iceland launches discount for over 60s

Iceland launches discount for over 60s

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Iceland is launching a special discount for over-60s to support older customers through the cost of living crisis.

From Tuesday May 24 any shopper in 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 UK supermarket chain to begin offering the over-60s discount to help the older generation with their shopping bills.

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.

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.