Iceland and Food Warehouse have unveiled plans to reduce the cost of their products by 10% on a weekly basis for shoppers aged 60 and over in its latest bid to ease the cost of living crisis for customers.

Iceland clapham press

The value-focused grocery group will allow over-60’s shoppers to claim this offer in-store every Tuesday by showing proof of age, starting from May 24.

Customers do not need a minimum spend to access this discount.

Iceland said that it launched the offer following research from Age UK, which found that 75% of older people in the UK are worried about rising living costs.

This is the latest in a series of initiatives that Iceland have introduced to help ease the cost of living crisis for its customers, including freezing prices on its £1 value range and axing minimum order value for free delivery of online orders. 

The grocer also reintroduced palm oil to its products after the war in Ukraine led to a surge in the cost of sunflower oil.

Iceland 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.”

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