Iceland Foods has launched a new initiative called 'Benefits Boost' to help older shoppers check and claim vital financial support they may be missing out on. The programme is designed for customers aged 66 and over, with the potential to unlock more than £37 million in additional income nationwide.
How the Programme Works
Backed by a £1.8 million commitment from the Rothesay Foundation, the service offers free, confidential guidance to those who may struggle to navigate the benefits system. Trained advisers from Kinly, a benefits support organisation for older people, provide personalised, end-to-end assistance through a dedicated phone line. They help with checking eligibility, completing application forms, and guiding people through claims. The support is entirely free, aiming to improve financial security and quality of life for older individuals.
Why This Matters
Government data shows that only 62% of those eligible for Pension Credit received it in the last financial year. Previous campaign findings indicate that for around 80% of older people, the complexity of the application process is the main barrier to claiming support. Customers who have already used the Benefits Boost service have seen an average annual increase in income of around £5,000. More than 7,500 Iceland shoppers are expected to benefit from the scheme.
Statements from Partners
Richard Walker from 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."
Tallulah Woods from the Rothesay Foundation added: "The Rothesay Foundation is dedicated to improving the quality of life for older people in need... 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."
How to Access the Service
The helpline can be reached on 0330 053 2617, with further information available on Iceland's website.
