Iceland launches free benefits service for pensioners that could unlock £5,000 a year

Iceland has launched a new service aimed at helping older shoppers check whether they are missing out on Department for Work and Pensions (DWP) benefits worth thousands of pounds each year.The supermarket’s “Benefits Boost” initiative became available today for customers aged 66 and over.The scheme offers free confidential support to help pensioners identify and claim benefits they may be entitled to receive.It is backed by £1.8million in funding from the Rothesay Foundation, allowing the service to be provided at no cost to customers. TRENDING Stories Videos Your Say According to Iceland, pensioners who have already used the service secured an average annual increase of £5,000 in benefit payments.The retailer said the scheme could unlock more than £37million in additional annual income nationwide, with more than 7,500 customers expected to benefit.Pensioners can access the service by calling a dedicated freephone line on 0330 053 2617.Support is being provided by advisers from Kinly, a UK organisation specialising in benefits guidance for older people.Advisers will assess whether customers may qualify for benefits including Pension Credit, which is designed to support pensioners on lower incomes.The service also includes assistance with completing application forms and support throughout the claims process.Iceland said the scheme was intended to make checking and applying for benefits simpler and more accessible for older customers.Richard Walker, executive chairman of Iceland Foods, said many pensioners were facing financial pressure while potentially missing out on support already available to them.LATEST DEVELOPMENTSAmazon takes on Tesco and Sainsbury's with fresh food now available for same-day deliveryRachel Reeves faces fresh pressure as one in three employers 'likely to cut jobs by start of 2027'Major British tech firm collapses into administration after 1,070 job losses“At Iceland, we see every day how hard household budgets are being squeezed, particularly for older customers on fixed incomes,” Mr Walker said.“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.”Mr Walker said the partnership with the Rothesay Foundation would help more pensioners gain access to financial support they may otherwise not claim.The launch comes as Government figures continue to show significant numbers of eligible pensioners are not receiving Pension Credit.Research linked to the scheme also found that the application process was the biggest barrier preventing 80 per cent of older people from claiming support.Tallulah Woods, campaigns manager at the Rothesay Foundation, said the charity wanted to improve access to financial support for pensioners.“The Rothesay Foundation is dedicated to improving the quality of life for older people in need which is why we’ve committed £1.8million to this important partnership with Iceland to help as many pensioners as possible claim the crucial state benefits that they are entitled to,” Ms Woods said. Our Standards: The GB News Editorial Charter