Iceland is to launch a new discount for shoppers who are over 60, as soaring prices hit household budgets. The supermarket chain said it would offer over-60s 10% off every Tuesday to support its older customers through the cost of living crisis. The move comes as supermarkets battle for customers, with prices rising at their fastest rate for 40 years. Morrisons and Asda, which have been losing shoppers to discounters Aldi and Lidl, have already cut prices. Iceland's new discount will be launched from 24 May, with anyone aged 60 or over able to use it every Tuesday in-store at branches of Iceland and The Food Warehouse. Shoppers will need to show proof of age, such as a driving licence or senior bus or rail pass, and the discount will cover all products, with no minimum spend. Iceland said it was the first UK supermarket to introduce such a discount and decided to do so after research by Age UK found three-quarters of older people in the UK were worried about the rising cost of living. Research from Kantar suggests shoppers are turning to discount retailers as pressure on budgets grows, with Aldi the fastest growing supermarket at the beginning of this year, followed by Lidl.
