Iceland gives pensioners £30 gift voucher to help with cost of living crisis
Iceland is offering pensioners a £30 gift voucher as it looks to help elderly people on low incomes with their food shopping during the cost of living crisis.
The Summer Cheer campaign will run until 16 September as part of the retailer’s expanded partnership with the Rothesay Foundation to support UK pensioners living in poverty,
Eligible pensioners will be given the vouchers to spend in 269 stores in 17 areas nationwide. Iceland said the areas selected are home to some of the highest numbers of pensioners living in material deprivation in the country.
The move follows a pilot community campaign across nine Iceland stores in the London borough of Lambeth which helped older people on low incomes enjoy Christmas.
Iceland is providing the vouchers at zero profit.
The retailer’s partnership with Rothesay Foundation was initially launched following research by Age UK which showed that 1.7 million, or 15%, of UK pensioners were living in poverty in 2020/2021. The two organisations are also working with Age UK to highlight ways that older people can claim all of the benefits and support they are entitled to.
Richard Walker, managing director of Iceland Foods, said: “Since the launch of the partnership last Christmas, the cost of living crisis has taken hold of the UK, and now more than ever, people are struggling to access the food they need. No one should ever have to worry about how they are going to eat or drink, and we hope that the support we can offer across the UK will help pensioners access and enjoy a worry-free meal during this difficult time.”
In May, Iceland launched a weekly over 60s discount across all of its stores that provides customers with 10% discount every Tuesday when ID is shown.
