Iceland is targeting over-60s by cutting prices across hundreds of products loved by what the supermarket refers to as ‘older shoppers’.
In a move designed to ease the strain on ’millions of pensioners facing a tough winter’, the frozen food specialist analysed its sales data before slashing prices on 250 customer favourites. It says the products selected – which include baked potatoes, fish pie and tinned soup, as well as butter, bacon, and fruit trifle – were “all loved by Britain’s over-60s”.
In addition to the price cuts, many of the over-60s’ favourite products will also form part of multibuy offers.
“We know this time of year can be tough for many older people,” said Paul Dhaliwal, chief commercial officer of Iceland Foods.
“That’s why we’re doing the right thing by cutting prices on the products our over-60s really love and rely on. From fish & chips to a classic roast dinner, we want to make sure our customers can enjoy good, hearty food without worrying about the cost.”
Iceland’s over-60 focus
As food price inflation continues to rise amid a wider landscape of increased energy and utility prices, Iceland’s move aims to help those most affected by the cost of living squeeze during the colder months.
The move aligns with Iceland’s existing commitment to older shoppers. Introduced in May 2022, its 10% Tuesday discount for over-60s will continue throughout the winter. Launched to help older customers mitigate the cost of living crisis, users of the discount scheme – who simply have to prove they are over 60 to get the discount – had racked up more than eight million transactions within the first year.
“Supporting our communities has always been at the heart of Iceland, and that’s exactly what this is about,” Dhaliwal added.
Supermarkets have been cutting prices in the run-up to Christmas as the battle for a share of shoppers’ baskets ramps up ahead of the winter period.
Earlier this month, Asda announced a wave of more than 1,250 price cuts, including almost 200 fresh lines as executive chair Allan Leighton increases his efforts to restore “Asda Price” in a bid to win back shoppers ahead of Christmas. Prices dropped by an average of 7% across all reduced SKUs.
Both announcements come in the wake of pre-Christmas price cuts from Morrisons, while Aldi and Lidl have highlighted the amount they have spent on cutting prices since the start of the year.
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