Iceland is implementing a 15-minute change for shoppers aged over 66. The frozen food specialist and supermarket, which has branches in Birmingham, is offering state pensioners a free benefits check to ensure they are not missing out on help they are entitled to.
The move comes as Iceland, rivalled by Aldi, Lidl, Asda, Morrisons, Tesco and Sainsbury's, helped 100 older customers boost their annual income by an average of £5,000 in a pilot of the scheme. The help is being offered to customers in Iceland's Bonus Club, with specialist consultants on hand to review older people's eligibility for a range of benefits from the Department for Work and Pensions (DWP) and the Labour Party government.
Benefits Boost service
Iceland is aiming to support 7,500 pensioners – who must be aged 66 and over to be state pension age – to apply for unclaimed benefits, and help them unlock more than £37 million in additional annual income. The call will take about 15-20 minutes, Iceland said, and it could leave people thousands better off.
Iceland executive chairman Richard Walker 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."
Tallulah Woods, campaigns manager at the Rothesay Foundation, says: "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. 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."
How it works
Iceland says of Benefits Boost: "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. This type of support would normally come at a cost but is being provided free to customers thanks to the funding from the Rothesay Foundation, whose mission is to improve the quality of life for older people in need."
The initiative is designed to make checking and applying for benefits easier, friendlier and more accessible for Iceland customers.
