• Since launching the weekly 10% discount, the supermarket has seen almost eight million transactions 
  • Over-60 customers have enjoyed 35 discounted days at Iceland and The Food Warehouse 
  • The milestone is forecasted to be next Tuesday with the lucky shopper, winning a years’ worth of shopping 
  • The discount day, which began as a month-long trial, was introduced permanently to help Iceland and The Food Warehouse customers through the cost-of-living crisis 

Iceland has announced that, by next week, eight million weekly shops will have benefited from its over-60s 10% discount, since it first introduced it on 24th May 2022.

To celebrate, the supermarket will be surprising one lucky shopper with a years’ worth of shopping. It has been forecasted that on Tuesday 31st January the eight millionth transaction will take place and Iceland store staff will get alerted to give the shopper the exciting news.

Famous for delivering on value, Iceland introduced the over-60 discount as a trial to establish its popularity and need, during the cost-of-living crisis. Within the first four Tuesdays, 630,000 customers made use of the saving and the applied discount became a consistent offer.

It’s no surprise that shopping essentials make it onto the top 10 items that are seen in an over-60’s basket, but also making the cut is Iceland’s Corned Beef, bottles of 2L Pepsi Max and a selection of Gregg’s frozen tasty bakes.

Top 10 products bought with the over-60 discount:

  1. Iceland Semi Skimmed Milk (£1.65, 4 Pints)
  2. Iceland Whole Milk (£1.65, 4 Pints)
  3. Fyffes Bananas (£1.00, 5pk)
  4. Iceland Corned Beef (£1.25, 92g)
  5. Whitworths Granulated Sugar (95p, 1kg)
  6. Iceland Semi Skimmed Milk (£1.30, 2 Pints)
  7. Pepsi Max (£2.00, 2L)
  8. Greggs Steak Bake (£3.00, 2pk)
  9. McCain Home Chips Crinkle (£3.40, 1.2kg)
  10. Greggs Sausage Rolls (£2.00, 4pk)

Out of the 25 exclusive brands Iceland offers, Greggs is the most bought and makes up a whopping 15% of the over-60 shops. It turns out Tuesday shoppers can’t get enough of Greggs Steak Bake (£3.00, 2pk) and Greggs Sausage Rolls (£2.00, 4pk) both of which came in 8th and 10th place, respectively.

Top 8 brands bought with the over-60 discount

  1. Greggs
  2. Harry Ramsdens
  3. Cathedral City
  4. TGI Friday’s
  5. Del Monte
  6. Mars
  7. Barratt
  8. Piccolino
  9. Ed’s Diner
  10. Yo!

Shoppers have also been enjoying Iceland’s exclusive range with Harry Ramsden’s, choosing to have ‘world famous fish & chips’ from the comfort of their own home. After reports back in July 2022* saw an increase of the ‘cheap as chips’ meal go from an average of £8.50 to £11.50 nationally, it seems shoppers have been opting to ‘eat out’ at home.

Top 10 busiest stores for over-60’s:

  1. Kingsbury, London
  2. Aldridge, Walsall
  3. Ferndown, Dorset
  4. Frinton, Essex
  5. Nailsea, Somerset
  6. Sedgley, Dudley
  7. Beccles, Suffolk
  8. Stubbington, Hampshire
  9. Southport, Merseyside
  10. Hornchurch, London

Richard Walker, Executive Chairman at Iceland, said: “It’s clear that not only are our over-60 shoppers regularly making use of the discount, but that every Tuesday represents an opportunity to get out into the community and socialise in store. As a supermarket that strives to deliver the best value for our customers, we are extremely proud of this milestone of eight million transactions and I hope it continues to help many more of our shoppers throughout the year.” 

Iceland Foods is the first and only supermarket in the UK to offer a discount to over-60’s as it continues to help its shoppers tackle the rising costs of living. The 10% discount is 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 and swipe their Iceland Bonus Card.

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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