Supermarket chain Iceland is offering shoppers over 60 years old 10 percent off their shopping today, with no minimum spend needed to claim the discount.
People can claim the discount at all Iceland and The Food Warehouse stores and the scheme runs every Tuesday.
The project has been running for almost a year, with thousands of Britons heading to the supermarket to claim the discount off their weekly food shop.
There have been some 10.5 million transactions where the discount has been used as older Britons bag the savings.
To claim the discount, a person only needs to bring a valid form of ID to prove they are aged 60 or over.
This could include a senior bus pass, a driver’s licence, a railcard, or a Freedom Pass.
Richard Walker, executive chairman at Iceland Foods, told Express.co.uk: “Our over 60s discount was launched almost a year ago as a response to stories we were hearing from shop floors about customers struggling with the rising cost of living and food prices.
“A year on, and 10.5 million transactions later, those customers who are so often also vulnerable, are still searching for the best value and savings on their weekly shopping.
“We’re thrilled that they continue to choose Iceland, and that we are the only retailer who have a 10 percent discount of this kind.
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“Not only that, but we’re so proud of the sense of community that has sprung up on Tuesdays around our stores and we’d encourage even more people over 60 to consider visiting us to make use of this on a Tuesday.”
Figures shown exclusively to Express.co.uk reveal the Kingsbury and Frenton stores have had the biggest percentage of their shoppers claiming the discount each week.
Top selling items include Warburtons 50/50 bread, Aunt Bessie’s roasties and Iceland Perfect mash.
Shoppers claiming the discount also seem to have a sweet tooth, with other top buys including syrup sponge pudding, strawberry cones, and Ambrosia custard.
The discount may be a big help as food shopping bills continue to increase. Food inflation reached a record high of 19.1 percent in March.
Sue Davies, head of food policy at Which?, said: “It’s very alarming to see products such as meat, cheese and vegetables that people rely on still rapidly soaring in price.”
She called on supermarkets to provide “transparent pricing” so people can compare costs and get the best value.
Figures from the British Retail Consortium show there has been a 17.8 percent increase in the cost of fresh food over the past year.
Recent research from Kantar found shoppers were visiting three or more of the top 10 retailers in any given month in their search for the lowest price for groceries.
Rising prices at the supermarket add to other mounting costs facing Britons. Many household bills went up in April, including energy bills and council tax.
Many older Britons also had an income boost from April as the state pension increased 10.1 percent.
The full basic state pension is now £156.20 a week while the full new state pension is £20.385 a week.
A person can check their state pension entitlement using the state pension forecast tool on the Government website.
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