A major UK supermarket has introduced a huge change at its stores across the nation. The move will benefit over-60s who may be struggling with expensive bills this winter.
Iceland, which has 960 stores across the UK, will cut the price of 250 products until Wednesday, November 5. The chain already runs a 10% discount scheme for over-60s if they shop on a Tuesday. It has now slashed the cost of certain items which are typically favoured by older customers, including butter, sausages and roast dinner ingredients.
As reported by Birmingham Live, Iceland chief commercial officer Paul Dhaliwal said the shop aims to support “no matter whether you’re over 60, a student, or a parent putting family favourites on the dinner table”.
He added: “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.”
The move comes amid a slight drop in food prices, down 0.2% on a monthly basis. While Grant Fitzner, chief economist at the Office for National Statistics (ONS), said the latest data offers “a small glimmer of hope”, grocery bills remain high.
He told BBC Radio 4: “It is only a 0.2% fall in the month for food prices. And they are still running quite high at 4.5%. But I think the fact that we have seen that steady increase dip a little is encouraging.
“It is just one month’s numbers so we will have to see what transpires in future months – but nonetheless a small glimmer of hope there.”