Iceland makes major change for all customer over the age of 66
People are benefiting by an average of £5,000
High street supermarket Iceland has launched a new service for all customers over the age of 66. New campaign offers free benefits checks and application forms support for Iceland customers who have passed the threshold for state pension.
Iceland Foods have launched Benefits Boost, a new initiative to help older customers check and claim financial support that they may be entitled to and could be missing out on - with the potential to unlock over £37 million in additional annual income for customers nationwide.
The campaign is backed by a £1.8 million commitment from the Rothesay Foundation which is funding the free and confidential benefits support service for Iceland customers aged 66 and over.
The service is designed to make it easier for customers to access financial support by providing hands-on, practical support, including checking what benefits they may be entitled to, helping customers complete application forms and supporting them through the claims process.
Customers can access the service via a free, dedicated phone line where expert advisers from Kinly, a leading UK benefits support organisation for older people, provide personalised end-to-end support to ensure eligible customers successfully access the benefits they are entitled to.
The initiative comes as many older people continue to miss out on benefits and allowances that could help with everyday costs such as food, health, energy and housing. Government estimates show that only 62% of those entitled to Pension Credit received it in the last financial year. A key reason for this is often the application process itself - for 80% of older people, this is the main barrier to receiving the benefits they are entitled to, based on previous campaign findings.
Customers who have benefited from the Benefits Boost service so far have seen an average annual increase of around £5,000. More than 7,500 Iceland customers are expected to benefit from the campaign, unlocking over £37 million in additional support for older shoppers.
Richard Walker, Executive Chairman of Iceland Foods, said: “At Iceland, we see every day how hard household budgets are being squeezed, particularly for older customers on fixed incomes.
“What makes this issue so frustrating is that some people may be missing out on support they are already entitled to. Benefits Boost is about making it easier for older customers to check, get help with the process, and claim what may already be theirs. This is practical, simple and could make a real difference to people’s lives.
“It has been great to partner with the Rothesay Foundation on this campaign given its commitment to empowering older people in need, with its funding helping thousands of people access vital financial support.”
Tallulah Woods, Campaigns Manager at the Rothesay Foundation, said: “The Rothesay Foundation is dedicated to improving the quality of life for older people in need which is why we’ve committed £1.8 million to this important partnership with Iceland to help as many pensioners as possible claim the crucial state benefits that they are entitled to.
“Too many older people are missing out on financial support that could help them live more securely and independently because they’re struggling to navigate the application process. This partnership is designed to make it easier for people to understand what they may be entitled to and get help claiming it.
“The Benefits Boost service is free, confidential and delivered by real experts who will help you through the process in a friendly and practical way.”
For official government advice on benefits and what you should be on click here.
