UK-first as Iceland offers all over-60s 10% off their shopping every week

Iceland is to offer everyone over 60 10% off their shopping, with no minimum spend, available at all branches of both Iceland and The Food Warehouse. The new deal starts on Tuesday, May 24.

Age UK recently revealed that three-quarters of older people in the UK (9.4 million) are worried about the rising cost of living. In response, Iceland is launching the discount across its stores and The Food Warehouse stores in the hope that it will help the older generation cut down their weekly food bill.

Iceland Foods will be the first and only supermarket in the UK to be offering this type of discount. 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.”

Iceland offered £30 vouchers to those receiving state pension as part of a regional trial last Christmas. Following the success of the trial, Iceland is now exploring a national rollout ready for Summer 2022.

The 10% discount will be available to those over sixty every Tuesday and will apply across all products. The 10% discounts will be available in-store only and to receive the over-60s discount, shoppers simply need to show proof of age at the checkout, which could be a driving license, senior bus pass, senior rail card or Freedom Pass.

Additionally, Iceland provides a free same-day delivery service for shoppers who spend £20 in-store, where customers can pick up all their fresh and frozen favourites, choose their preferred delivery time and Iceland will keep their shopping chilled or frozen until it’s time to deliver it later that day.