Iceland has launched a new Department for Work and Pensions (DWP) benefits checking service, named Benefits Boost, to help older shoppers identify and claim unclaimed benefits they may be entitled to.
The free telephone service is available to Iceland loyalty scheme members aged 66 and above. It provides free benefits checks and “hands-on” application support through a dedicated telephone hotline, according to the supermarket chain.
£37m in unclaimed benefits targeted
Iceland, which operates branches in Birmingham, aims to support an initial 7,500 customers in unlocking an estimated combined £37m in currently unclaimed benefits for which they might be eligible.
The support is specifically tailored to older customers entitled to state pension credit, which has a qualifying age of 66.
Supermarket sees daily pressure on household budgets
“At Iceland, we see every day how hard household budgets are being squeezed, particularly for older customers on fixed incomes,” said Iceland executive chairman Richard Walker.
“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.”
Rothesay Foundation commits £1.8m to partnership
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 £1.8m to this important partnership with Iceland to help as many pensioners as possible claim the crucial state benefits that they are entitled to.”
Woods continued: “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 customers through the process in a friendly and practical way, according to the announcement.
