Iceland’s over 60s discount has reached four million transactions since its launch in May which has since seen its customers saving 10% during every Tuesday shopping trip.
Accessible to shoppers at the frozen food retailer and The Food Warehouse, on its first day of use, the discount benefitted over 150,000 people and within the first four weeks a total of 630,000 customers used the offer.
First set up to help shoppers during the cost-of-living crisis which has seen food prices on the rise as inflation hit 10.1% this month, according to data by The Office for National Statistics.
Following the discounts popularity, Iceland has also looked into which of its products are bought most frequently on Tuesdays, with almond frangipanes taking the lead.
Other customer favourites include Iceland Strawberry and Vanilla Cones, Warburtons Wholemeal Bread, Iceland Fruit Teacakes, Garden Peas and Lotus Biscoff Biscuits.
“We are so pleased at how well the Over 60s discount has been received by the public and love hearing stories from customers who are benefiting from the discount,” Iceland managing director, Richard Walker said.
“The cost-of-living crisis continues to cause distress in the everyday lives of these customers and that’s why we want to keep doing what we can to support them.”
