Iceland is to start offering Brits aged 60 and over a 10% discount on their shopping bills every week as the cost of living squeeze continues to intensify.
The deal will apply for all over-60s and will be available at all branches of both Iceland and The Food Warehouse, the supermarket's bulk-buying store.
The new deal will begin on Tuesday 24 May and will be available every Tuesday.
The 10% discounts will be available in-store only and will apply to all products with with no minimum spend.
In order to receive the discount, over-60s will have to show proof of age at the checkout, which could be a driving license, senior bus pass, senior rail card or Freedom Pass.
Richard Walker, managing director at Iceland, said in a statement: “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.”
In 2020, some Iceland stores opened one hour early to allow older shoppers to shop for food on their own in order to better protect them from COVID-19 exposure and make shopping less stressful during the panic buying seen at the height of the pandemic.
The frozen food specialist also offered £30 vouchers to people receiving the state pension as part of a regional trial last Christmas. Following the success of the trial the supermarket is looking at a national rollout this summer.
Three-quarters of older people in the UK – 9.4 million Brits – are worried about the rising cost of living, according to research for Age UK.
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Last month, the energy price cap, which limits the amount by which bills can rise, rose by 54% from £1,277 to £1,971. It is forecast to rise by a further 40% to £2,800 in October.
Food prices also rose sharply in the year to April, with the Ukraine war driving up the cost of cereals, cooking oil and meat.
Food inflation and non-alcoholic beverages increased to 6.7% – the fastest rate since 2011.