As colder days draw in and household bills begin to rise, Iceland Foods is stepping in to help older shoppers make their money go further, cutting the prices of hundreds of products loved by Britain’s over-60s.
The frozen food specialist has analysed its sales data and slashed prices on 250 customer favourites, from comforting baked potatoes and battered fish to Yorkshire puddings and roast dinner essentials, easing the strain on millions of pensioners facing a tough winter.
With energy bills rising by around 2% under Ofgem’s latest price cap and water bills also set to increase across parts of the UK, Iceland’s move is designed to help those most affected by the cost-of-living squeeze stay well-fed and worry-free through the colder months.
Iceland’s commitment goes beyond lower prices too. Its long-running 10% discount for over-60s will carry on through the colder months, helping older shoppers stretch their budgets further every Tuesday, with no minimum spend required.
Paul Dhaliwal, chief commercial officer of Iceland Foods, said: “We know this time of year can be tough for many older people, we know from speaking to our elder customers that every penny counts and every degree on the thermostat makes a difference.
“That’s why we’re doing the right thing by cutting prices on the products our over-60s really love and rely on. From fish and chips, to a classic roast dinner, we want to make sure our customers can enjoy good, hearty food without worrying about the cost.
“Supporting our communities has always been at the heart of Iceland, and that’s exactly what this is about.”
To help customers save even more, Iceland is adding multibuy offers such as 8 for £10 and 3 for £10 on many of its over-60 favourites, perfect for those looking to make their weekly shop go that little bit further.
It’s not just products popular with the over-60s being discounted, many of the 250 reduced items are firm family favourites too, from fish fingers, to pizzas, featuring trusted household brands such as Aunt Bessie’s, Goodfella’s, McCain, Birds Eye, Richmond, Quorn and Young’s. All deals are running until 5th November*.
Discounts isn’t the only way Iceland is helping customers during this testing period. The supermarket’s Bonus Club, which is free for customers to sign up to, gives shoppers £1 back for every £20 they spend, plus free home delivery on app orders over £40, another way the retailer is helping families save.
Paul Dhaliwal, chief commercial officer of Iceland Foods, continued: “No matter whether you’re over 60, a student, or a parent putting family favourites on the dinner table, we’re here to make life that bit easier. At Iceland, we believe everyone deserves quality food at great prices, and we’ll keep doing all we can to deliver real value when it matters most.”
To claim the over 60’s Tuesday discount available at Iceland, eligible Brits simply need to bring in a valid form of ID to redeem the discount. This includes a Senior Bus pass, a Driver’s Licence, The Senior Railcard, or a Freedom Pass.
Products included in the list of 250 discounts:
- Richmonds 8 Thick Pork Sausages – 410g, now £2.00 was £2.75
- Iceland Battered 4 Cod Skinless Boneless Fillets – 440g, 3 for £10 Mix & Match
- Fox’s Fabulous Half Coated Milk Chocolate Cookies – 175g, now £1.50 was £2.50
- Lurpak Slightly Salted Spreadable Butter – 400g, now £3.50 was £4.75
- Warburtons Thick Slice Soft Tiger Bloomer – 600g, now £1.65 was £1.70
- Cookstown Maple Cured Back Bacon – 200g, now £2.00 was £2.50
- Iceland 2 Slow Cooked Gammon Shanks with Honey and Mustard Glaze – 480g, now £5.00 was £5.50
- Iceland 8 Finely Sliced Prime Cuts Honey Roast Ham – £1.50, 100g, 3 for £5 Mix & Match
- Bernard Matthews Ready to Eat Roast Turkey Slices 4 Pack 80g, 5 for £5 Mix & Match
- Island Foods Luxury Fruit Trifle – 500g, now £2.25 was £2.75
- McCain Four Baked Jacket Potatoes – 800g, £3.25, 2 for £6.00
- Iceland Luxury Caramelised Apple Tart 850g, £2.50 was £3.50
- Heinz Baked Beans – 4 x 415g, now £3.50 was £3.90
- Taylors of Harrogate Yorkshire Gold 80 teabags – 250g, now £3.75 was £4.29
- Heinz Cream of Tomato Tinned Soup 6 x 400g, 2 for £8 Mix & Match
- Young’s Fisherman’s Pie 300g, 2 for £4 Mix & Match
- Aunt Bessie’s 10 Large Yorkshire Puddings – £2.50, 275g, 8 for £10 Mix & Match
- Birds Eye Steam Fresh 4 Garden Mix Steam Bags – 540g, 3 for £6 Mix & Match, FWH 3 for £6 and Core 2 for £4.50
