Budget supermarket Iceland is to offer a 10 per cent discount for over-60s at both Iceland and The Food Warehouse stores every Tuesday, beginning next week.
The 10 per cent discount will apply across all products from milk to fresh meat with branded items, such as Tetley, Nescafe, together with frozen ready meals, also included.
Customers will need to provide proof of age, such as a driving licence or senior bus pass.
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.
Iceland’s managing director Richard Walker 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.’
