Iceland shoppers aged 66 and over can now access a new free service that could unlock thousands of pounds in unclaimed benefits from the Department for Work and Pensions (DWP). The supermarket chain's 'Benefits Boost' service has already helped customers achieve an average yearly increase of £5,000 in benefits, according to Iceland.
Over One Million Pensioners Missing Out
Iceland reports that more than one million older people in the UK are failing to claim pension-age benefits worth approximately £5,000 annually, including help with living costs, healthcare, energy bills, and mobility needs. The retailer says its new service could unlock over £37 million in extra annual income for older shoppers nationwide, with more than 7,500 shoppers expected to benefit.
The service is free and confidential, funded by a £1.8 million investment from the Rothesay Foundation. It provides specialist advice from Kinly, a leading UK benefits support organisation for older people, through a dedicated helpline on 0330 053 2617.
70% of Shoppers Discover New Support
While many pensioners assume they won't qualify for extra help, Iceland revealed that 70% of shoppers who underwent a benefits check discovered additional support was available to them, making it worthwhile to investigate 'no matter what your income.'
The initiative offers hands-on guidance, including assessments of potential entitlements such as Pension Credit, which supports pensioners on lower incomes. Customers receive help completing application forms and ongoing support throughout the claims process.
Simplifying the Application Process
Government figures indicate that only 62% of those eligible for Pension Credit claimed it during the previous financial year, with the application process frequently cited as a major obstacle. Research from earlier campaigns shows that for 80% of older people, navigating the application process is the primary barrier to receiving their entitled benefits.
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.'
Tallulah Woods, Campaigns Manager at the Rothesay Foundation, commented: '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 expert advisers who guide customers through the process in a friendly and practical way.
