Iceland is set to launch an initiative which sees some shoppers get 10 percent off whatever they spend.
The supermarket chain announced that anyone aged 60 or over will qualify for the deal.
Those eligible can claim the discount every Tuesday from May 24, while there is no minimum spend and no off-limit products.
Iceland have introduced a new initiative for older customers
WikiCommons
Inflation rose to a 40-year high of nine percent in April
Dominic Lipinski
The supermarket chain say the decision to begin the initiative came following research from Age UK suggesting that three quarters of older people in the UK are concerned about the cost-of-living crisis.
Iceland’s managing director, Richard Walker 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.”
The move comes after inflation rose to a 40-year high of nine percent in April.
The Governor of the Bank of England recently warned there is “very real income shock” coming from energy prices and “apocalyptic” food prices but stood by the Bank’s policy decisions.
Andrew Bailey said he felt “helpless” as he defended the Bank of England’s monetary policy despite households being battered by soaring inflation.