Iceland - Grocer

The campaign will target areas with high numbers of pensioners living in material deprivation

Over 40,000 pensioners will be able to claim a £30 voucher to spend in Iceland, in an initiative to help older people struggling in the cost of living crisis.

Over £1m of funding for the initiative has been provided by pension insurance specialist Rothesay, through its Rothesay Foundation arm, which supports charities improving quality of life for older people.

The ‘Summer Cheer’ campaign is rolling out to 269 Iceland stores, where local pension-age residents who are living independently, or with a carer, and relying solely on a state pension and benefits, will be able to spend the vouchers.

It follows a pilot called ‘Lambeth Winter Cheer’, which ran in nine south London stores in December last year and is said to have helped almost 2,000 older people over the Christmas holiday.

The 269 stores fall within 17 areas nationwide that have been identified as those with some of the highest numbers of pensioners living in material deprivation.

Alongside the vouchers, the campaign is set to provide Age UK’s information guide on financial advice. It follows government estimates suggesting over 770,000 pensioner households are missing out by not claiming Pension Credit payments, worth £1.5bn every year.

Eligible pensioners in the 17 areas – including Glasgow, Greater Manchester, North Wales and the West Midlands – should telephone 0800 098 7877 to request their voucher.

The campaign will run for seven weeks from 1 August until 16 September and the telephone line will be open from 9am to 5pm Monday to Friday.

Iceland said it was providing the vouchers at zero profit, to allow the total fund to be available to as many people as possible.

It comes after the frozen food specialist launched a 10% discount for shoppers aged 60 and over in May, available every Tuesday in all stores, when ID is shown.

Pensioners eligible for a £30 voucher can use it while also taking advantage of the 10% discount.

“Since the launch of the partnership last Christmas, the cost of living crisis has taken hold of the UK, and now more than ever, people are struggling to access the food they need,” said Iceland MD Richard Walker.

“No one should ever have to worry about how they are going to eat or drink, and we hope that the support we can offer across the UK will help pensioners access and enjoy a worry-free meal during this difficult time.”

Rothesay CEO Addy Loudiadis said: “We hope our vouchers will provide a small amount of relief to the growing number of older people living in real financial difficulty in the UK.

“We are committed to working with brilliant partners like Iceland and Age UK to help as many pensioners as possible get access to their full benefit allowances.”

Age UK director of partnerships Hannorah Lee said: “Many older people are really worried about soaring food and energy prices and are facing impossible choices such as whether they can afford to buy fresh food or turn their heating on during the colder weather.

“At the same time, over £1.5bn benefits go unclaimed by older people every year. We encourage any older person who is worried about money and thinks they might be entitled to some help to contact Age UK by calling its national advice line, free of charge, on 0800 169 65 65 (8am-7pm), visiting, or contacting their local Age UK for free information and advice.”

The 17 areas include:

• Glasgow

• Strathclyde

• Greater Manchester

• Liverpool

• Wirral

• Newcastle North

• Sunderland

• Huddersfield/Barnsley

• Sheffield

• Birmingham

• West Midlands

• Glamorgan

• Newport

• North Wales

• Lambeth

• Croydon

Shoppers can check whether their local Iceland is part of the initiative by searching for it at