ICELAND plans to launch a new discount for over-60s as the cost-of-living crisis continues to impact households across the country. 

The huge supermarket operator claims to be offering a 10% discount on Tuesdays to help senior customers cope with the crisis. The discount will cover all products and has no minimum spend. 

The initiative comes at a time when supermarkets are being compelled to hike prices at the quickest rate in 40 years.

Other retailers, such as Morrisons and Asda, have already acknowledged losing consumers to discounters Aldi and Lidl, prompting price cuts.

Iceland’s new discount will come into effect from May 24. 

Every Tuesday, all branches of Iceland and The Food Warehouse will be offering their customers aged 60 and over the chance to shop at the discounted rate.

They will be required to produce identification, such as a driver’s licence or a senior bus or rail pass.

Iceland claims to be the first UK supermarket to offer such a discount, adding that they made the decision after Age UK data found that three-quarters of older adults in the UK are concerned about growing living costs.

Iceland also ran a regional trial last Christmas, offering £30 vouchers to those on the state pension. The business claimed it was now looking into a national rollout for this summer.

Richard Walker, managing director at Iceland, said the chain had a “long history” of supporting older customers, including offering dedicated shopping hours for elderly and vulnerable people during 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,” he said.