Iceland shoppers aged 60 or over can get 10% off their grocery shop every Tuesday from next week as the cost of living crisis bites
- Iceland will give anyone 60 or over 10% off their grocery shop on Tuesdays
- Age UK says about 9.4million older people are worried about surging costs
Supermarket Iceland is giving the over 60s 10 per cent off their grocery shop one day per week in its stores up and down the country.
From Tuesday 24 May, and every Tuesday after that, anyone 60 or over can get 10 per cent off their shop, with zero minimum spend, at Iceland and The Food Warehouse stores.
To claim the offer, eligible shoppers have to show a proof of age, such as a driving license, passport or senior bus pass, at the checkout.
Over 60s offer: Supermarket Iceland is giving the over 60s 10 per cent off their grocery shop on Tuesdays
The 10 per cent discount will apply across all product lines and ranges, including rump steak, gammon joints and Nescafe 3in1 Instant Coffee.
Iceland claimed it was the first supermarket in the country to launch an offer like this, adding that it was looking to ‘help shoppers tackle the rising costs 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.’
Back 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, 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 confirmed today it is now looking at a national rollout this summer.
Richard Walker, managing director at Iceland, said: ‘We have a long history of supporting our over 60s customers’
According to Age UK, three quarters of older Britons, equating to around 9.4milion people, are worried about the surging cost of living.
Official figures published earlier this week revealed that inflation has risen to a 40-year high, at 9 per cent. But many households and business owners claim they are experiencing inflation on an even bigger scale.
Top brass at the Bank of England expect the inflation rate will get even worse, peaking at about 10.25 per cent during the final quarter of the year, amid the biggest squeeze on incomes since records began back in the 1950s.
If it gets to the 10 per cent mark, it will be over five times more than the Bank’s 2 per cent target.
Food prices jumped sharply in the year to April, with the war in Ukraine driving up the cost of meat, cooking oil and cereals.
Food inflation and non-alcoholic beverages increased to 6.7 per cent in April, representing the fastest spike since 2011.