State pensioners shopping at Iceland handed DWP boost for extra cash | Personal Finance | Finance

State pensioners shopping at Iceland are being offered a new service that could give them an extra cash boost from the Department for Work and Pensions (DWP).

The supermarket chain has launched a new initiative to help older customers aged 66 and over check and claim financial support that they may be entitled to but are currently missing out on. According to Iceland, the ‘Benefits Boost’ service has the potential to unlock more than £37 million in additional annual income for customers nationwide. The supermarket said Iceland customers who have already benefited from the service have seen an average annual benefits boost of £5,000, while more than 7,500 customers are expected to benefit from the campaign.

The initiative is backed by a £1.8 million commitment from the Rothesay Foundation which is funding the free and confidential benefits support service for older Iceland shoppers.

The service is designed to make it easier for those of state pension age to access financial support by providing hands-on, practical support, including checking what benefits they may be entitled to claim, such as the DWP benefit Pension Credit which is available to pensioners on low incomes. Customers can then get assistance with completing application forms and be supported through the claims process.

The new service can be accessed via a free, dedicated phone line on 0330 053 2617 where expert advisers from Kinly, a leading UK benefits support organisation for older people, provide personalised end-to-end support to ensure eligible customers successfully access the benefits they are entitled to.

Richard Walker, Executive Chairman of Iceland Foods, said: “At Iceland, we see every day how hard household budgets are being squeezed, particularly for older customers on fixed incomes.

“What makes this issue so frustrating is that some people may be missing out on support they are already entitled to. Benefits Boost is about making it easier for older customers to check, get help with the process, and claim what may already be theirs. This is practical, simple and could make a real difference to people’s lives.

“It has been great to partner with the Rothesay Foundation on this campaign given its commitment to empowering older people in need, with its funding helping thousands of people access vital financial support.”

Normally, this type of support would come at a cost but pensioners can access it for free at Iceland thanks to funding from the Rothesay Foundation.

The initiative is designed to make checking and applying for benefits easier, friendlier and more accessible for older Iceland customers.

The service comes as many older people continue to miss out on benefits and allowances that could help with everyday costs such as food, health, energy and housing.

According to Government estimates, only 62% of those entitled to Pension Credit received it in the last financial year, with a key reason for this often being the application process itself. For 80% of older people, this is the main barrier to receiving the benefits they are entitled to, based on previous campaign findings.

Tallulah Woods, Campaigns Manager at the Rothesay Foundation, added: “The Rothesay Foundation is dedicated to improving the quality of life for older people in need which is why we’ve committed £1.8 million to this important partnership with Iceland to help as many pensioners as possible claim the crucial state benefits that they are entitled to.

“Too many older people are missing out on financial support that could help them live more securely and independently because they’re struggling to navigate the application process. This partnership is designed to make it easier for people to understand what they may be entitled to and get help claiming it.

“The Benefits Boost service is free, confidential and delivered by real experts who will help you through the process in a friendly and practical way.”