// Iceland partners with The Rothesay Foundation to provide pensioners with a voucher worth £30, which can be used to buy food and essentials
// The foundation is providing over £1 million of funding, which should help around 40,000 pensioners save on their shopping
Iceland is offering pensioners a £30 voucher for their food shop as it looks to help elderly people on low incomes during the cost of living crisis.
The frozen food retailer has partnered with The Rothesay Foundation on the Summer Cheer campaign to support UK pensioners living in poverty,
According to foundation, research by Age UK which shows that 1.7 million pensioners were living in poverty in 2020/20 21, which is 15% of all pensioners.
Eligible pensioners will be given the vouchers to spend in 269 stores in 17 areas nationwide in the scheme which will run from August 1 until September 16.
Iceland said the locations were identified as the places where there are some of the highest numbers of pensioners living in material deprivation in the country.
The foundation is providing over £1 million of funding, which should help around 40,000 pensioners save on their shopping.
Iceland Foods managing director Richard Walker said: “Since the launch of the partnership last Christmas, the cost of living crisis has taken hold of the UK, and now more than ever, people are struggling to access the food they need.
“No one should ever have to worry about how they are going to eat or drink, and we hope that the support we can offer across the UK will help pensioners access and enjoy a worry-free meal during this difficult time.”
The move follows a pilot community campaign across nine Iceland stores in the London borough of Lambeth which helped older people on low incomes enjoy Christmas and the retailer is providing the vouchers at zero profit.
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