State pensioners shopping at Iceland can now use a new service to check and claim financial support from the Department for Work and Pensions (DWP), potentially unlocking thousands of pounds in extra cash. The supermarket chain launched the Benefits Boost initiative last month for customers aged 66 and over, aiming to help older people access benefits they may be missing out on.
More Than One Million Missing Out on £5,000 Per Year
According to Iceland, more than one million people in the UK are missing out on pension-age benefits worth around £5,000 per year. These include help with the cost of living, health, energy, and mobility costs. The new service has the potential to unlock more than £37 million in additional annual income for older customers nationwide. Customers who have already benefited have seen an average annual boost of £5,000, and more than 7,500 customers are expected to benefit from the campaign.
Free and Confidential Support from Expert Advisers
The service is funded by a £1.8 million commitment from the Rothesay Foundation, allowing Iceland to offer it free of charge. It is designed to make checking and applying for benefits easier for older people, with hands-on, practical support. Customers can call a dedicated phone line on 0330 053 2617 to speak with expert advisers from Kinly, a leading UK benefits support organisation for older people. Advisers provide personalised end-to-end support, including checking entitlement to benefits such as Pension Credit and helping with application forms.
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.”
70% of Customers Who Checked Found Extra Support
Iceland noted that 70% of its customers who had a benefit check through the service had extra support identified for them, making it worthwhile for everyone to check regardless of income. According to Government estimates, only 62% of those entitled to Pension Credit received it in the last financial year, with the application process often cited as the main barrier. For 80% of older people, the complexity of the process is the primary obstacle to receiving benefits they are entitled to.
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.”
How to Access the Service
The service is available to any Iceland customer aged 66 or over. They can call the free, dedicated phone line on 0330 053 2617 to speak with an adviser. The service is confidential and provides end-to-end support, from checking eligibility to completing forms and following up on claims. Normally, such support would come at a cost, but thanks to the Rothesay Foundation's funding, it is free for older Iceland shoppers.
