• Iceland and The Food Warehouse have launched a new discount exclusively for over 60s that could see shoppers get 10% off their trolley dash, with no minimum spend 
  • The discount is available from Tuesday 24th May 
  • Over 60s can claim the offer in-store by simply showing a proof of age, such as driving license or senior bus card 

From Tuesday 24th May, and every Tuesday, all those who are 60 years old and older can bag 10% off their shop, with no minimum spend, at Iceland and The Food Warehouse.

Age UK recently revealed that three-quarters of older people in the UK (9.4 million) are worried about the rising cost of living[i]. In response, Iceland is launching the discount across its stores and The Food Warehouse stores in the hope that it will help the older generation cut down their weekly food bill.

Iceland Foods will be the first and only supermarket in the UK to be offering this type of discount as it continues to help its shoppers tackle the rising costs of living.

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.”

As well as leading the way with its ‘Elderly Hour’ exclusive shopping periods during the pandemic, Iceland also offered £30 vouchers to those receiving state pension as part of a regional trial last Christmas. Following the success of the trial, Iceland is now exploring a national rollout ready for Summer 2022.

The ten per cent discount will be available to those over sixty every Tuesday and will apply across all products that includes a range of great value meal essentials.

From fresh meats such as Hog Roast Pork with Maple Syrup and Cider Sauce and Apple (£3.85, 420g)Rump Steak (£4.00, 227g) and Gammon Joint (£3.85, 500g) – which are currently on offer as 3 for £9.00 – to £1 value frozen veg such as Petits Pois (£1.00, 600g), – Iceland is doing what it can to keep costs down across its product ranges.

This also includes everyday essentials, such as, Typhoo One Cup Foil Fresh 100 Teabags (£1.00, 200g), Nescafe 3in1 Instant Coffee (£2.00, 16 x 17g Sachets) and Iceland Pasteurised Whole Milk (£1.29, 4 Pints)and not forgetting the all-important dunking equipment – House Lancaster Broken Biscuit Assortment (£3.30, 1.3Kg).  

Available is an array of meals that can be cooked straight from frozen in minutes for just £1.00 each, as part of Iceland’s value range. Dishes include, the Iceland Chicken Curry with Rice (£1.00, 500g), Iceland Cottage Pie (£1.00, 500g) and Iceland Vegetable Lasagne (£1.00, 500g).

The 10% discounts will be available in-store only and to receive the over 60s discount, shoppers simply need to show proof of age at the checkout, which could be a driving license, senior bus pass, senior rail card or Freedom Pass.

Additionally, Iceland provides a free same-day delivery service for shoppers who spend £20 in-store, where customers can pick up all their fresh and frozen favourites, choose their preferred delivery time and Iceland will keep their shopping chilled or frozen until it’s time to deliver it later that day.

For more details on Iceland’s offerings see https://www.iceland.co.uk/ or, for full terms see here: Terms & Conditions (iceland.co.uk)

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