Iceland launches Armed Forces discount card

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Iceland has launched a 10% discount for the Armed Forces.

The discount card will be available to all serving members of the armed forces, reservists and veterans – and their families.

“We are delighted to increase our long-standing support for the work of our armed forces by offering service families this practical help with their weekly food shopping,” said Iceland’s director for people and customers Nick Canning.

“This is a unique offer from Iceland, as we are the only DDS partner issuing our own discount card and the only food retailer offering 10% off everything we sell. This initiative underlines our huge respect for the armed forces, and the bond we have forged with them through our fundraising efforts for service charities.”

“In 2010 we donated over £1.5m to Help For Heroes and today, as this new 10% discount card is launched, the “Footsteps of Legends” Iceland Antarctic Expedition, which includes three wounded servicemen from the Royal Dragoon Guards, is midway through a gruelling trek to the South Pole to raise funds for Walking With The Wounded and Alzheimer’s Research UK.”

The Iceland 10% discount card will be issued automatically to all eligible personnel who apply for a DDS membership card, and will be valid until the end of February 2014.

Readers' comments (34)

  • what proof do we need I have my veterans badge

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  • can you give a link to obtain card please

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  • Whats a DDS card,

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  • well done , i have shopped with you for years ,thankyou xx

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  • Hopefully I've come through to the right place.I would like to ask if and when will iceland be back in Arbroath,Angus,Scotland.We badly need Iceland back here as we found it better than supermarket's and farm food's as we got more choice,so please bring Iceland back.Thanks for reading this message.

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  • how do i apply my husband is military..

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  • Sorry,forgot to ask.Are war veteran's included in this offer or just serving personal?Could you let me know please.Thanks again.

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  • To have Iceland giving a discount card for serving members and veterans of the armed forces is great idea,congratulations.

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  • how do we apply for this card.

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  • has anybody thought about telling us how to appy for this card

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