Supermarket customers aged 66 and over can benefit.
The free service is available to Iceland customers aged 66 and over (Image: Getty)
State pensioners shopping at Iceland can benefit from a service that could provide an extra cash boost from the Department for Work and Pensions (DWP).
The supermarket chain launched an initiative earlier this year to help older customers aged 66 and over check and claim additional financial support that they may be entitled to, but are currently missing out on. According to Iceland, more than one million people are missing out on pension-age benefits that are worth around £5,000 per year, including help with the cost of living, health, energy and mobility. The retailer said its ‘Benefits Boost’ service has the potential to unlock more than £37million in additional annual income for older customers nationwide. Those who have already benefited from the service have seen an average annual benefits boost of £5,000, while more than 7,500 customers are expected to benefit from the campaign.
While pensioners may think they don’t qualify for anything, Iceland said 70% of its customers who had a benefit check have had extra support identified for them so it’s well worth checking, “no matter what your income”.
The initiative is backed by a £1.8million commitment from the Rothesay Foundation which is funding the free and confidential benefits support service for older Iceland shoppers.
Richard Walker, executive chairman of Iceland Foods, said earlier this year: “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.”
The benefits service is designed to make it easier for those of State Pension age to access financial support by providing hands-on, practical support, including checking what benefits they may be entitled to claim, such as the DWP benefit Pension Credit which is available to pensioners on low incomes. Customers can then get assistance with completing application forms and be supported through the claims process.
Normally, this type of support would come at a cost but pensioners can access it for free at Iceland thanks to funding from the Rothesay Foundation.
The service is designed to make checking and applying for benefits easier, friendlier and more accessible for older Iceland customers and comes as many older people continue to miss out on benefits and allowances that could help with everyday costs such as food, health, energy and housing.
According to Government estimates, only 62% of those entitled to Pension Credit received it in the last financial year, with a key reason for this often being the application process itself. For 80% of older people, this is the main barrier to receiving the benefits they are entitled to, based on previous campaign findings.
The Benefits Boost service can be accessed via a free, dedicated phone line on 0330 053 2617 where expert advisers from Kinly, a leading UK benefits support organisation for older people, provide personalised end-to-end support to ensure eligible customers successfully access the benefits they are entitled to.
Arthur Wakeley, CEO of Kinly, said: “This year we are really excited to be partnering with Iceland to offer their customers a free benefits support service, courtesy of the Rothesay Foundation.
“Millions of older people around the UK are missing out on Government support that they should be receiving, often because they simply don’t know what is out there, whether they are eligible, and also just how complex the benefits system is.
“We believe that at this ime, with the cost of living at the forefront of everyone’s minds, that this is a problem we simply have to solve. We are here to make it really simple for you.
“If you are an Iceland customer, give us a call and our amazing team of professionals will check what benefits you might be entitled to based on your circumstances, and then help you to complete the application forms and to go through the whole process.
“On average, with our help, clients unlock about £5,000 per year of additional income, which helps people to afford help at home, taxis to the supermarket, heating and so much more. All it takes is a quick conversation and it costs nothing.”