Iceland offers 10 per cent off for over-60s amid cost-of-living crisis

‘What about single mothers and children? Everyone is struggling!’ Britons slam Iceland’s ‘unfair’ plans to give over-60s a 10% discount at the budget supermarket to help them cope with cost-of-living crisis

• Budget supermarket Iceland will offer 10 per cent ‘crisis’ discount for over-60s 
• Promotion from next week is aimed to help elderly combat cost of living squeeze
• Deal will be available at Iceland and The Food Warehouse stores every Tuesday
• The move could largely negate the impact of predicted 10% food price inflation

Shoppers today slammed Iceland’s ‘very unfair’ plans to offer a 10 per cent discount for over-60s, with one asking: ‘What about single mothers and children?’

The budget supermarket is offering the ‘crisis’ discount to help the elderly combat the cost-of-living squeeze, but critics pointed out that ‘everyone is struggling’.

The deal will be available to customers at both Iceland and The Food Warehouse stores every Tuesday, beginning next week. Customers will need to provide proof of age, such as a driving licence or senior bus pass.

The move could largely negate the impact of predicted food price inflation, which is set to hit 10 per cent later this year.

But Age UK told MailOnline today that ‘older people shouldn’t be relying on the benevolence of businesses to help them through this difficult time’. 

Budget supermarket Iceland is to offer a 10 per cent ‘crisis’ discount for over-60s (file image)

But Twitter user Michael Thompson said: ‘This is absurd. Everyone is struggling and retirement age is 68. What about single mothers and children?’

Iceland then responded, saying: ‘This is an in-store initiative as it stands for those customers, 60 years and over, who shop in Iceland and The Food Warehouse stores.

‘We are constantly looking at ways to improve our offering and we’ll be continuously monitoring the impact of the discount in the coming weeks.’

Iceland managing director Richard Walker

But Mr Thompson replied: ‘Thanks for your reply but this crisis is affecting everyone. You’re spitting in the face of people on benefits, people with mortgages, all for what? So you can prioritise only a specific group of people? It’s wrong.’

And Twitter user Brian Davis from Leeds added: ‘ Why should the older generation benefit but the younger ones like ourselves struggle and miss out? Seems very unfair. I call bulls**t on your whole plan.’

A third social media user, Amy Nicole, tweeted: ‘Right then, will have to ask grandad to take me grocery shopping since this is a bit discriminative.’

The 10 per cent discount will apply across all products from kitchen cupboard staples such as milk to fresh meat such as Hog Roast pork, rump steak and gammon joints.

Frozen vegetables and big brands, such as Typhoo, Nescafe, together with frozen ready meals, are also included.

And Iceland’s managing director Richard Walker 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.’

The company said it is also exploring a national rollout of £30 vouchers to those receiving state pension, following a regional trial over Christmas.

Iceland said it was the first UK supermarket to introduce such a discount after being motivated by research from Age UK, which found that three-quarters of older people were worried about the rising cost of living.

And Caroline Abrahams, Age UK’s charity director, told MailOnline today: ‘It’s clear that many older people are really feeling the pinch and rising food prices are causing significant financial difficulties as well as a huge amount of anxiety. 

‘This scheme is welcome and will make a difference, however older people shouldn’t be relying on the benevolence of businesses to help them through this difficult time.

The deal will be available to customers at Iceland stores every Tuesday, beginning next week

‘Age UK believes the Government could do much more to target help to people who are really struggling, including making a one-off £500 payment to all those in need and increasing benefits by the current rate of inflation.’

The move comes after data from Kantar showed that grocery price inflation hit 5.9 per cent in April – an 11-year high.

It comes as Tesco is to go ahead with a ban on all buy one, get one free junk food deals despite the government delaying legislating on this measure for at least a year to help families cope with rising food prices.

The cost of living crisis could also see Royal Mail push the price of a first class stamp to £1 within the next 12 months.

It hiked the price by 10p to 95p last month, but said its finances remain under pressure, specifically from higher wage demands, surging energy and fuel costs.

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