Apparently, in the UK, about 9.4million older people are worried about surging costs.

So, supermarket Iceland is giving the over 60s 10 per cent off their grocery shop one day per week in its stores up and down the country.

From Tuesday 24 May, and every Tuesday after that, anyone 60 or over can get 10 per cent off their shop, with zero minimum spend, at Iceland and The Food Warehouse stores.

Richard Walker, managing director at Iceland, said: 'We have a long history of supporting our over 60s customers, such as when we launched "Elderly Hour" at the height of the pandemic.

'The cost of living crisis has made support for these customers even more important, which is why I’m proud that we’re finding new ways to support them, including the launch of this discount. We hope it will help all those in this age category to cut costs where they can.'

Back in 2020, some Iceland stores opened one hour early to allow older shoppers to shop for food on their own in order to better protect them from Covid-19, and make shopping less stressful during the panic buying seen at the height of the pandemic.

The frozen food specialist also offered £30 vouchers to people receiving the state pension as part of a regional trial last Christmas.

I kinda like the CEO of Iceland. He is a surfer and he also cares about the environment.