Iceland is claiming a UK supermarket first by offering a discount for over-60s.
Every Tuesday from 24 May, shoppers aged 60 and over will be able to claim a 10% discount on their shopping in Iceland and The Food Warehouse stores.
There is no minimum spend and all they must do to claim the discount is present proof of age, such as a driving licence or senior bus card, according to Iceland.
Iceland said the discount, which is available in-store only rather than online, was in response to recent figures from Age UK suggesting three-quarters of older people are worried about the rising cost of living.
Iceland became the first supermarket to set aside a shopping hour for elderly people during lockdown in 2020, after a store manager introduced the measure on his initiative.
“We have a long history of supporting our over-60s customers, such as when we launched ‘Elderly Hour’ at the height of the pandemic,” said Iceland MD Richard Walker.
“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 offers free same-day delivery of in-store shopping baskets of £20 or more.
The frozen food business said it was also exploring a national rollout of a regional trial conducted last Christmas in which shoppers receiving state pension were offered £30 vouchers.