Iceland is giving over-60s a 10% discount on food shops every Tuesday

Supermarket chain Iceland has announced that customers aged over 60 will now receive a 10% discount on groceries every Tuesday.

There will be no minimum spend for shoppers to get the reduced cost, but senior customers will need to provide proof of their age.

This could include a driving licence or senior bus or rail card.

The discount will be available in-store at both Iceland and The Food Warehouse.

Iceland claims to be the first UK supermarket to introduce such a discount after Age UK research found that three-quarters of older people were worried about the current cost of living.

It’s no surprise that pensioners and retirees are fearful about being able to afford groceries considering the current level of inflation, fuel price hikes and energy crisis.

Iceland is also looking at rolling out £30 vouchers to those receiving a state pension after doing so at a regional level at Christmas.

Richard Walker, managing director at Iceland, said: “We have a long history of supporting our over 60s customers, such as when we launched ‘Elderly Hour’ at the height of the pandemic.

“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.”

Kantar shows that grocery price inflation hit its highest level in 11 years in April at 5.9%.

And, not only the over-60s are worried about the spiralling cost of living.

A quarter (24%) of young adults claim the ongoing “cost-of-living crisis” is the leading cause of anxiety in their life.

Rising energy bills (46%), petrol (44%) and food prices (43%) are hitting their finances the hardest.

And, more than three-quarters (76%) will be forced to change their spending habits to navigate the current financial landscape.

Worryingly, over one in ten (12%) think they will have to reduce their pension contributions.

The findings came from PayPal’s Gen Z Financial Wellness Study, which polled 1,000 young UK adults aged 18-25.

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