Iceland Foods has launched a new benefits checking service, aimed at helping older shoppers unlock any unclaimed benefits they might be owed.
Through the free telephone service, which is called Benefits Boost, Iceland loyalty scheme members aged 66 and above will be able to access free benefits checks, as well as “hands-on” application support via a new dedicated telephone hotline.
The supermarket aims to support an initial 7,500 of its customers unlock an estimated combined £37m in currently unclaimed benefits for which they might be eligible.
It is being funded by a £1.8m commitment from the Rothesay Foundation.
The support is specifically tailored to older customers entitled to state pension credit, which has a qualifying age of 66.
Currently only around 60% of those eligible for pension credit claim all they are entitled to. Difficulty completing the application process is one of the main reasons why many miss out on support, Iceland said.
“At Iceland, we see every day how hard household budgets are being squeezed, particularly for older customers on fixed incomes,” said Iceland executive chairman Richard Walker, who was also appointed as Labour’s cost of living champion in February.
“What makes this issue so frustrating is that some people may be missing out on support they are already entitled to. Benefits Boost is about making it easier for older customers to check, get help with the process, and claim what may already be theirs. This is practical, simple and could make a real difference to people’s lives.”
By making it easier to access support, Iceland wanted to help shoppers unlock help with everyday costs such as food, health, energy and housing, which are increasingly under strain during the cost of living crisis.
“It has been great to partner with the Rothesay Foundation on this campaign given its commitment to empowering older people in need, with its funding helping thousands of people access vital financial support,” Walker added.
The support line is available via the Iceland website. It’s run by advisors from Kinly, a benefits support organisation.
“The Rothesay Foundation is dedicated to improving the quality of life for older people in need which is why we’ve committed £1.8m to this important partnership with Iceland to help as many pensioners as possible claim the crucial state benefits that they are entitled to,” said Tallulah Woods, campaigns manager at the Rothesay Foundation.
“Too many older people are missing out on financial support that could help them live more securely and independently because they’re struggling to navigate the application process. This partnership is designed to make it easier for people to understand what they may be entitled to and get help claiming it.
“The Benefits Boost service is free, confidential and delivered by real experts who will help you through the process in a friendly and practical way.”
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