Iceland supermarket has launched a new initiative called 'Benefits Boost' aimed at assisting state pensioners aged 66 and over in accessing financial support from the Department for Work and Pensions (DWP). This service is designed to help older customers check their eligibility for benefits they may not be claiming, potentially unlocking over £37 million in additional income nationwide. Customers who have utilized the service report an average annual benefits increase of £5,000. With funding from the Rothesay Foundation amounting to £1.8 million, the initiative provides free, confidential support, including assistance with application forms for benefits like Pension Credit. Richard Walker, Executive Chairman of Iceland Foods, emphasized the importance of this service, noting that many older individuals are unaware of the benefits they are entitled to. The Rothesay Foundation's Campaigns Manager, Tallulah Woods, highlighted that the application process is a major barrier for older people, which this service aims to address. The service is accessible via a dedicated phone line where expert advisers offer personalized assistance.