Iceland customers who have already used the service have seen an average yearly benefits increase of £5,000(Image: Andrew Teebay/Liverpool Echo)
Pensioners who shop at Iceland have been reminded that they can now access a new service that could secure them additional financial support from the Department for Work and Pensions (DWP).
Last month, the supermarket chain introduced a fresh initiative designed to assist elderly shoppers aged 66 and above in checking and claiming financial assistance they may be entitled to but are currently not receiving. According to Iceland, over one million individuals are failing to claim pension-age benefits valued at approximately £5,000 annually, including assistance with living costs, healthcare, energy bills and mobility needs.
The retailer stated its new ‘Benefits Boost’ service could potentially unlock more than £37 million in extra annual income for older shoppers across the country, with customers who have already used the service seeing an average yearly benefits increase of £5,000, while over 7,500 shoppers are anticipated to benefit from the scheme, reports the Express.
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While individuals may assume they won’t be eligible for anything, Iceland revealed that 70% of its shoppers who underwent a benefits check discovered additional support available to them, making it worthwhile to investigate, “no matter what your income”.
The scheme is supported by a £1.8million investment from the Rothesay Foundation, which is financing the complimentary and confidential benefits advisory service for older Iceland customers. The initiative aims to simplify access to financial assistance for individuals of State Pension age by offering hands-on, practical guidance, including assessments of potential benefit entitlements such as Pension Credit from the DWP, which supports pensioners on lower incomes.
Customers receive help completing application forms and ongoing support throughout the claims journey. This new service is available through a complimentary dedicated helpline on 0330 053 2617, where specialist advisers from Kinly, a prominent UK benefits support organisation for elderly people, deliver tailored end-to-end assistance to help eligible customers successfully obtain the benefits to which they’re entitled.
Richard Walker, Executive Chairman of Iceland Foods, stated: “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.”
Typically, such assistance would incur a charge, but pensioners can access it free of charge at Iceland courtesy of funding from the Rothesay Foundation.
The initiative aims to simplify the process of checking and claiming benefits, making it more welcoming and accessible for elderly Iceland shoppers. This comes at a time when numerous older individuals continue to overlook benefits and allowances that could assist with daily expenses including food, healthcare, energy and accommodation.
Government figures suggest that just 62% of those eligible for Pension Credit actually claimed it during the previous financial year, with the application procedure itself frequently cited as a significant obstacle. Research from earlier campaigns indicates that for 80% of elderly people, this represents the primary hurdle to receiving their entitled benefits.
Tallulah Woods, Campaigns Manager at the Rothesay Foundation, commented: “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 Benefits Boost service is free, confidential and delivered by real experts who will help you through the process in a friendly and practical way.”
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