Iceland has announced a nationwide initiative offering free benefits checks and claims support to all shoppers aged 66 and over. The supermarket chain, which has multiple stores in Birmingham, says the program could unlock more than £37 million in additional annual income for older customers.
Benefits Boost Service Details
The new service, called Benefits Boost, is designed to help older customers access financial support they may be entitled to but not currently receiving. Department for Work and Pensions (DWP) estimates show that only 62% of those eligible for Pension Credit claimed it in the last financial year. Customers who have already used the Benefits Boost service have seen an average annual increase of around £5,000.
Impact and Reach
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.”
Walker added: “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.”
Partnership with Rothesay Foundation
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.”
The service is available in all Iceland stores nationwide, with staff trained to assist customers in checking their eligibility and applying for benefits such as Pension Credit, Housing Benefit, and Council Tax Reduction.
