As escalating prices impact household finances, Iceland is launching a new discount for buyers over the age of 60.
The supermarket giant said it would give customers over the age of 60 a 10% discount to help them get through the economic downturn.
Starting from tomorrow, anyone aged over the age of 60 will be entitled to use the new offer every Tuesday in the store in Iceland.
Customers must present proof of age, such as a driver’s license or a senior bus or train pass, and the discount will be applied to all items with no minimum purchase.
The decision comes as supermarkets in the UK compete for customers by reducing their prices.
Iceland claims to be the first supermarket in the United Kingdom to give such a discount, as data from Age UK disclosed that three-quarters of older people in the UK are concerned about rising living costs.
Richard Walker, managing director at Iceland, said, “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.”
Morrisons and Asda have already reduced their prices to compete with Aldi and Lidl.
Asda will introduce ‘Just Essential’ terminating Smart Price.
The ‘Just Essentials’ budget will have 300 items, which is 50% more than the current Smart Price items it will replace this month.
Mohsin Issa, Asda’s co-owner, said, “We understand that customers are increasingly worried about the cost of living and want help to keep their grocery bills in check, whilst still being able to buy healthy and nutritious food for their families. Our new ‘Just Essentials’ range has been specifically designed with this in mind, combining our lowest prices with a much larger and more diverse range of great value products to meet all household needs.”