Cost of living crisis: Iceland giving £30 vouchers to pensioners

NEWPORT, WALES, UNITED KINGDOM - 2021/01/11: A man walks past the Iceland supermarket in Wales.
Due to rising levels of covid infection - and the high prevalence of a more infectious variant of the virus, all of Wales has been placed in lockdown (alert level 4). This means people can only leave their homes if they have a 'reasonable excuse' and only essential businesses are allowed to operate. (Photo by May James/SOPA Images/LightRocket via Getty Images)
Iceland is giving away another 40,000 food vouchers worth £30 each. Photo: May James/SOPA Images/LightRocket via Getty (SOPA Images via Getty Images)

Budget supermarket Iceland is offering a £30 discount to pensioners struggling with the cost of living.

The supermarket made 40,000 vouchers available in August for those who have reached state pension age.

It has now made another 40,000 available after receiving an extra £1m of funding from Rothesay Foundation for the scheme.

Read more: Food prices rising at fastest rate since 2008 as inflation surges

The window to apply is already open and will close on Friday 16 September. Pensioners are encouraged to apply as soon as possible because the vouchers will be handed out on a first-come first-served basis.

Who qualifies for the voucher?

To qualify, you must be:

  • of state pension age

  • live independently, but not necessarily alone, or with a carer

  • rely solely on your state pension or other benefits for food and essentials

Is this a UK-wide campaign?

No. To qualify for the voucher you must also live in one of the following areas:

  • Birmingham

  • Croydon

  • Glamorgan

  • Glasgow

  • Greater Manchester

  • Huddersfield

  • Lambeth (London)

  • Liverpool

  • Newcastle

  • Newport

  • North Wales

  • Sheffield

  • Strathclyde

  • Sunderland

  • West Midlands

  • Wirral

These areas have been identified as the places where there are some of the highest numbers of pensioners living in material deprivation in the country.

How do I claim the voucher?

You'll need to call the Summer Cheer hotline to request a voucher. You can do that by ringing ring 0800 098 7877 between 9am and 5pm Monday to Friday to request a voucher.

If you qualify, you'll be sent a leaflet in the post with the £30 voucher which can then be used in 269 Iceland shops. They cannot be picked up in store, and will not be sent via bank transfer or cheque.

Read more: TUC calls for £15 minimum wage amid cost of living crisis

Richard Walker, managing director of Iceland Foods, said: "Since the launch of the partnership last Christmas, the cost of living crisis has taken hold of the UK, and now more than ever, people are struggling to access the food they need. No-one should ever have to worry about how they are going to eat or drink, and we hope that the support we can offer across the UK will help pensioners access and enjoy a worry-free meal during this difficult time."

The vouchers can be used across more than one transaction, so if your shop does not reach £30, you can partially spend the voucher and save the rest for another time, in a similar way to a gift card.

Addy Loudiadis, of the Rothesay Foundation, said: “We hope our vouchers will provide a small amount of relief to the growing number of older people living in real financial difficulty in the UK. Going forward, we are committed to working with brilliant partners like Iceland and Age UK to help as many pensioners as possible get access to their full benefit allowances”.

Watch: How to save money on a low income