Iceland launches Armed forces discount card
The discount card will be available to all serving members of the armed forces, reservists and veterans, for their personal use and for use by partners who live at the same address.
Issued in partnership with the Defence Discount Service, the Ministry of Defence’s own official discount service, the Iceland card will be issued automatically, free of charge, to all eligible personnel who apply for a DDS membership card, and will be valid until the end of February 2014.
Iceland director for people and customers Nick Canning said: "We are delighted to increase our long-standing support for the work of our armed forces by offering service families this practical help with their weekly food shopping. This is a unique offer from Iceland, as we are the only DDS partner issuing our own discount card and the only food retailer offering 10% off everything we sell.
"This initiative underlines our huge respect for the armed forces, and the bond we have forged with them through our fundraising efforts for service charities. In 2010 we donated over £1.5 million to Help For Heroes and today, as this new 10% discount card is launched, the “Footsteps of Legends” Iceland Antarctic Expedition, which includes three wounded servicemen from the Royal Dragoon Guards, is midway through a gruelling trek to the South Pole to raise funds for Walking With The Wounded and Alzheimer’s Research UK."
The Defence Discount Service has been offering discounts at a growing selection of online retailers since the service was introduced in October 2012 as part of the Armed Forces Community Covenant, and has also launched its own membership card for use in participating shops, restaurants and hotels.
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