Iceland to introduce 10 per cent discount for shoppers aged over 60 amid cost of living crisis

The company said it was the first UK supermarket to introduce such a discount.

<p>Photo of a customer shopping at a supermarket in London </p>

Photo of a customer shopping at a supermarket in London

Iceland is set to introduce a discount for seniors as Britons struggle with soaring prices.

The supermarket chain has announced that from May 24, customers aged over 60 will receive a 10 per cent discount on their groceries every Tuesday with no minimum spend.

In order to redeem the discount, senior shoppers will need to show proof of age, such as a driving licence or senior bus or rail card.

The discount will be available in-store at Iceland and The Food Warehouse branches.

Iceland said it was the first UK supermarket to introduce such a discount after being motivated by research from Age UK, which found that three-quarters of older people were worried about the rising cost of living.

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

Richard Walker

The company said it is also exploring a national rollout of £30 vouchers to those receiving state pension, following a regional trial over Christmas.

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.”

The move comes after data from Kantar showed that grocery price inflation hit 5.9 per cent in April – an 11-year high.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Please enter a valid email
Please enter a valid email
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Please enter your first name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
Please enter your last name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
You must be over 18 years old to register
You must be over 18 years old to register
Opt-out-policy
You can opt-out at any time by signing in to your account to manage your preferences. Each email has a link to unsubscribe.

By clicking ‘Create my account’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in