Iceland, the frozen food supermarket chain, is launching a free benefits check service aimed at pensioners aged 66 and over. This initiative is designed to assist around 7,500 older customers in accessing unclaimed benefits, potentially unlocking over £37 million in additional annual income. The service, known as Benefits Boost, will take approximately 15-20 minutes and is part of Iceland's commitment to support its older clientele, who often face financial challenges. A pilot program previously demonstrated success, helping 100 participants boost their income by an average of £5,000. Richard Walker, Iceland's executive chairman, highlighted the frustration many older individuals feel when navigating the benefits system, noting that the service aims to simplify the process. The Rothesay Foundation is funding the initiative, ensuring that the support is provided free of charge. The Benefits Boost service includes hands-on assistance with checking eligibility, completing application forms, and navigating the claims process, ultimately aiming to empower older customers to secure the financial support they deserve.