Iceland cuts prices for over-60s to help with soaring food costs

Iceland has become the first UK supermarket to cut prices for over-60s to help with soaring food prices amid the cost-of-living crisis and rising inflation.

The supermarket chain – along with sister store The Food Warehouse – will be cutting prices for shoppers aged 60 and above. The discount, which is only in place on Tuesdays – will allow shoppers to take 10% off whatever they spend.

Launching on Tuesday 24 May, shoppers looking to take advantage of the discount will be able to claim the offer in-store at branches of Iceland and The Food Warehouse by showing a proof of age.

There is no minimum spend and the discount applies across all products and ranges.

READ MORE: Iceland increases staff discount in a bid to ‘ease cost of living’

The retailer decided to launch the offer following the news that Age UK recently revealed that three-quarters of older people in the UK (9.4 million) are worried about the effects of the rising cost of living.

The charity also revealed that two million older households will have insufficient income to cover their essential spending this year, with almost half of these living in poverty or just above the poverty line.

However, some have called the move ‘pure discrimination’, with others asking why it is only the elderly who are deserving of lower prices.

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

“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.”

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