Customer compares pumpkin prices at every main supermarket
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People over 60 can get 10 percent off their shopping at Iceland and The Food Warehouse. There is no minimum spend that a person has to get through to access the discount.
To claim the money off their bill, customers need to show proof of age, such as a driving licence or senior bus card.
Richard Walker, Managing Director at Iceland, said the discount is part of its efforts to help hard-up older people.
He 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.”
Iceland offers frozen prices and offers weekly discounts and deals available in store each day of the week which can be found on the group’s website.
Several of the other major supermarkets offer discounts to help Britons save on their shopping, including Asda, Morrisons and Sainsbury’s.
Asda is offering children aged 16 and under a hot or cold meal for just £1 at any time of day.
They can be purchased at any Asda cafés across the UK, seven days a week, with no minimum adult spend, until the end of 2022.
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At Morrisons, families can get a free meal for one child under 16 at any in-store cafés, when a person buys an adult meal worth £4.99 or more.
Sainsbury’s also features a Recipe Scrapbook on its website with tips on how to feed a family of four for less than £5.
Sainsbury’s also recommends people can save money and reduce food waste by using their freezer better.
The supermarket chain estimated families could save up to £60 a month by changing how they use their food.
The top 10 items commonly thrown away are bread, milk, salad, cucumber, potatoes, tomatoes, yoghurt, carrots, onions and eggs.
Research from the shop chain found only one in 10 people realise eggs, herbs and yoghurt can be frozen.
Sainsbury’s has teamed up with WRAP to launch Sainsfreeze, to show people how to freeze different types of food and cut down waste.
The retailer has set up walk-in freezers, that look like regular Sainsbury’s stores, to showcase how common fresh vegetables can also be frozen.
Ruth Cranston, director of Corporate Responsibility & Sustainability at Sainsbury’s, said: “Sainsfreeze [aims] to help customers try and combat food waste and learn handy hints and top tips along the way.
“Innovative freezing not only allows us to save food we would otherwise have thrown away, but also to buy reduced priced food close to its use-by date, saving even more money on the weekly grocery bill.”
UK households waste the equivalent of eight meals a week on average, costing the average family almost £800 a year.
One tip to reduce bills is to look out for discounted items with yellow labels, that are near their sell-by date, and then to buy them and freeze them straight away at home.
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