Iceland Launches Free Benefits Check for Pensioners Over 66
Iceland implementing 15-minute change for shoppers aged over 66

Image: Birmingham Live
Iceland is introducing a free benefits check for customers aged 66 and over to help them access unclaimed financial support. The initiative aims to assist 7,500 pensioners in unlocking over £37 million in additional annual income, with consultations taking about 15-20 minutes.
- 01The initiative targets 7,500 pensioners aged 66 and over, aiming to help them access unclaimed benefits.
- 02A pilot scheme previously helped 100 older customers increase their annual income by an average of £5,000.
- 03The service is free and confidential, funded by the Rothesay Foundation.
- 04Iceland's Benefits Boost service provides practical support in checking eligibility and completing applications.
- 05Richard Walker, Iceland's executive chairman, emphasizes the importance of helping older customers navigate financial support.
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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.
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This initiative could significantly improve the financial situation of many older customers, helping them access benefits they are entitled to.
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