Iceland has launched a free benefits service to help shoppers check and claim financial support that they may be missing out on. The supermarket chain's Benefits Boost service is aimed at customers aged 66 and over, who can access it by calling 0330 053 2617 for free. Callers are connected to advisers from Kinly, a UK benefits support organisation.
The helpline checks which Department for Work and Pensions (DWP) benefits customers may be entitled to and offers assistance with completing application forms. Shoppers who have used the service so far have seen an average annual increase of around £5,000. Iceland estimates that more than 7,500 people will benefit from the campaign, potentially unlocking over £37 million in additional income.
The initiative comes as many older people continue to miss out on benefits and allowances that could help with everyday costs. Government estimates show that only 62% of those entitled to Pension Credit received it in the last financial year. For 80% of older people, the application process is the main barrier to claiming the support they are entitled to.
Executive Chairman's Statement
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."
Support from Rothesay Foundation
Benefits Boost is backed by a £1.8 million commitment from the Rothesay Foundation. Tallulah Woods, Campaigns Manager at the Rothesay Foundation, said: "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."
