Iceland to offer Age UK discount

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Iceland to offer Age UK discount

Iceland's new discount will be available on 24 May, with anyone aged 60 or over able to use it in-store at branches of Iceland and The Food Warehouse.

The discount will cover all products, with no minimum spend, if you show proof of age, such as a driving licence or senior bus or rail pass.

Iceland said it was the first UK supermarket to introduce such a discount after Age UK found that three-quarters of older people in the UK were worried about the rising cost of living.

Support for these customers has been made even more important because of the cost of living crisis, which is why I'm proud that we're finding new ways to support them, including the launch of this discount. He said that they hope it will help all those in this age category to cut costs where they can.

It came after the supermarket was criticised by food poverty activist and chef Jack Monroe for raising the prices of its value products or removing them from some stores.