ICELAND is to launch a new discount for shoppers who are over 60, as soaring prices hit household budgets reports the BBC.
The supermarket chain said it would offer over-60s 10% off every Tuesday to support its older customers through the cost of living crisis.
The move comes as supermarkets battle for customers, with prices rising at their fastest rate for 40 years.
Morrisons and Asda, which have been losing shoppers to discounters Aldi and Lidl, have already cut prices.
Grocery prices were 5.9% higher in April than a year ago, according to research company Kantar.
That figure was the biggest increase since December 2011, with supply chain issues, increased raw material costs and the war in Ukraine all contributing to rising food prices.
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