Iceland brings in new 'age limit' rule for shoppers aged 60 or over

Iceland has issued a new age limit rule affecting people aged 60 and over. Iceland is introducing a change at the checkouts for over-60s, as it offers them 10 per cent off their groceries, it has confirmed, in a major boost to older shoppers.

Frozen food giant Iceland is offering a helping hand through its over 60s discount scheme, which enables those aged over 60 the opportunity to bag 10 percent off their shop every Tuesday - with no minimum spend - across Iceland and The Food Warehouse stores.

Eligible customers simply need to bring in a valid form of ID to redeem the discount. This includes a Senior Bus pass, a Driver’s Licence, The Senior Railcard, or a Freedom Pass. Commenting on the initiative, Richard Walker, managing director at Iceland, said: “We are so pleased with how well the over 60s discount has been received by the public and love hearing stories from customers who are benefiting from the discount.

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“The cost of living crisis continues to cause distress in the everyday lives of these customers and that’s why we want to keep doing what we can to support them.” On the first day that the discount was launched in May 2022, over a third of shoppers who came through Iceland or The Food Warehouse doors used the discount, which saw over 150,000 eligible customers benefitting.

Emergency services customers, as well as those who have a Blue Light Card are also able to pick up discounts online "as a thank you" for the work they do. Eligible shoppers can get £3 off when they spend £60. People can log into Blue Light Card, claim the unique code, and then apply it at the checkout on Iceland's website.

For younger customers, Iceland offers a one-time discount for students through Student Beans. Eligible customers can get £6 off a minimum spend of £45.