The campaign aims to support 7,500 Iceland customers apply for unclaimed benefits by offering free benefits checks
Iceland confirms end to ‘frustrating’ issue for shoppers aged over 66
Iceland has launched a new initiative to help older shoppers check and claim vital financial support they may be missing out on. Rothesay Foundation and Iceland Foods have launched Benefits Boost, a new initiative to help older customers aged over 66 check and claim the financial support from the Department for Work and Pensions ( DWP ) they may be entitled to.
The campaign aims to support 7,500 Iceland customers apply for unclaimed benefits by offering free benefits checks and application form support, with the potential to unlock over £37 million in additional annual income for eligible participants. Iceland customers who have benefitted from the service so far have seen an average annual benefits boost of around £5,000.
The campaign is backed by a £1.8 million commitment from the Rothesay Foundation which is funding the free and confidential benefits support service.
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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 £1.8 million 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 service is free, confidential and delivered by real experts who will help you through the process in a friendly and practical way.”
Richard Walker, from Iceland Foods, which has branches in Birmingham, 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. This is practical, simple and could make a real difference to people’s lives.
“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.”
