Iceland has introduced a free service to help older shoppers identify unclaimed Department for Work and Pensions (DWP) benefits, with the potential to unlock thousands of pounds in financial support for eligible customers.
Called Iceland Benefits Boost, the scheme gives loyalty card members aged 66 and over access to benefits checks and practical help completing applications through a dedicated telephone hotline. The supermarket aims to assist 7,500 customers in the initial phase, with an estimated £37 million in unclaimed benefits potentially available across those it supports.
Focus on Pension Credit
The scheme is particularly focused on Pension Credit, which is available to eligible people who have reached state pension age. The state pension age is gradually rising from 66 to 67 between May 2026 and April 2028.
The initiative could benefit shoppers across Merseyside, where Iceland has stores in Liverpool city centre, Wavertree Retail Park, Edge Lane and Norris Green.
Partnership with Rothesay Foundation
The scheme has been developed in partnership with the Rothesay Foundation, which has committed £1.8 million to help pensioners access financial support.
Iceland executive chairman Richard Walker said the scheme was introduced at a time when older households were facing increasing financial pressure. He 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 the 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." He 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."
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."
"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 help customers through the process in a friendly and practical way.
