Shoppers over 60 could get 10 percent off food shop this Tuesday

Kwarteng says UK ‘committed’ to helping pensioners

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Iceland Foods launched the offer to help Britons with the soaring cost of living crisis, with the discount available on every Tuesday in its stores. The 10 percent off applies to all products and can be claimed by showing a Senior Bus Pass, Driver’s Licence, The Senior Railcard or Freedom Pass (London).

Figures from Age UK showed that three-quarters of older people in the UK are worried about the rising cost of living.

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

“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.”

READ MORE: From retiring early to ‘full financial security’ by 70: How much is enough for retirement?

Iceland has also teamed up with Utilita to help families save on their food and energy bills, with its Shop Smart, Cook Savvy initiative.

The campaign has set out to help UK households save up to £508 with tips on cost-effective cooking methods and appliances.

Asda has also launched a hot “winter warmer” meal deal for £1 at its cafes, available for those over 60 this winter.

The offer includes soup, a roll and unlimited tea or coffee at Asda’s 205 cafes across the country.

Pensioners will be able to get the meal deal throughout November and December this year.

The latest “winter warmer” initiative will run at the same time as Asda’s “Kids eat for £1” meal deal.

This was created to support families with young children, with more than 557,000 meals served since its launch in late June.

Older Britons have been hit hardest by rising inflation and energy bills, which are set to rise to £2,500 a year from this month.

According to Asda’s latest Income Tracker, Britons aged 65 to 74 saw a £163 drop in disposable income in August, compared to 2021.

This has been blamed on inflation continuing to outpace pension and savings growth squeezing the budgets of over 60s.

The superstore chain cited research carried out by Age UK which estimates that 2.8 million older households will still be living in fuel poverty this winter despite recent Government support.

Mohsin Issa, Asda’s co-owner, said: “We know that this winter is set to be incredibly hard for thousands of pensioners as they worry about how to keep themselves warm in the face of rising living costs and a fixed income.

“We’ve already been able to serve over half a million meals through our Kids Eat for £1 initiative in our cafes and we’re hoping our new offer of soup and hot drinks for over 60s will prove just as impactful for those who need it most.

“Meanwhile, the cost of living grant programme led by Asda’s charity The Asda Foundation will support grassroots organisations who are providing a lifeline in their communities during these tough times.”

The Asda Foundation is also providing £500,000 to support community groups during the cost of living crisis.

Grants for individuals of up to £2,000 are available and charities will be prioritised to cover increased energy costs, as well as those who want to use their facilities to create “warm banks”.

This is a term used to describe spaces where people can keep warm this winter if they can’t afford to always heat their homes.

Asda is also running a “Community Cuppa” campaign in its cafes, creating spaces for community groups to use, who would otherwise have to pay rising energy costs.

The spaces will be available on weekdays in November and December from 2pm to 6pm, with unlimited free tea and coffee for all participants.

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