Iceland says 70% of customers who used its free benefits checking service had additional financial support identified, highlighting how much help older shoppers may be missing.
A Free Service Targets Unclaimed Pensioner Benefits
The supermarket’s initiative, launched during the summer, helps customers aged 66 and over identify benefits they may be entitled to claim from the Department for Work and Pensions (DWP).
According to Chronicle Live, the scheme is available to eligible members of Iceland’s loyalty program and aims to address widespread underclaiming among pension-age households.
The Iceland Benefits Boost service encourages older shoppers to investigate their eligibility, regardless of their financial circumstances.
“No matter what your income, it’s worth checking,” the retailer tells customers.
Iceland introduced the initiative following findings suggesting that more than one million people could be missing out on pension-age benefits worth around £5,000 annually.
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Seven in Ten Customers Have Additional Support Identified
The supermarket says its early results show that many customers who request a check discover potential assistance they had not previously identified.
In its message to shoppers, Iceland states:
“You may not think you qualify for anything, but there’s lots of support to help with the cost-of-living, health, energy and mobility. 70% of Iceland customers who have had a benefit check have had extra support identified for them.”
The reported 70% figure refers to customers who completed a benefits check and had additional support identified. It does not establish how many subsequently received payments.
The service particularly focuses on older people who may qualify for Pension Credit, a means-tested benefit designed to supplement retirement income.
As reported by the Birmingham Mail, the initiative targets customers who have reached the qualifying age of 66, although eligibility for individual benefits depends on additional conditions.
Iceland Chairman Says Older Households Are Under Pressure
Richard Walker, Iceland’s executive chairman, said the initiative responds to financial pressures facing older customers, particularly those relying on fixed incomes.
“At Iceland, we see every day how hard household budgets are being squeezed, particularly for older customers on fixed incomes.”
He added:
“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.”
Walker described the initiative as a practical way to connect customers with existing financial assistance.
“This is practical, simple and could make a real difference to people’s lives.”
A £1.8 Million Partnership Helps Pensioners Navigate Claims
Iceland developed Benefits Boost in partnership with the Rothesay Foundation, the charitable arm of pension insurance specialist Rothesay.
The foundation has committed £1.8 million to the service, which provides eligibility assessments and assistance with applications through a dedicated telephone hotline.
Tallulah Woods, campaigns manager at the Rothesay Foundation, said difficulties navigating the benefits system prevent some older people from accessing financial assistance.
“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.”
She said the partnership aims to simplify both eligibility checks and the claims process.
“This partnership is designed to make it easier for people to understand what they may be entitled to and get help claiming it.”
Woods also emphasized that customers do not have to complete the process without assistance.
“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.”
