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Iceland is rolling out a significant change across its UK stores - with shoppers aged over 60 set to benefit. The frozen food retailer has announced it will slash prices on hundreds of items popular with the over-60s until November 5, in a fortnight's time. Iceland confirmed that 250 products will see their prices reduced. Paul Dhaliwal, chief commercial officer of Iceland Foods, explained the supermarket chain wants to provide support "no matter whether you're over 60, a student, or a parent putting family favourites on the dinner table". He continued: "We know this time of year can be tough for many older people, we know from speaking to our elder customers that every penny counts and every degree on the thermostat makes a difference." "That's why we're doing the right thing by cutting prices on the products our over-60s really love and rely on. From fish and chips, to a classic roast dinner, we want to make sure our customers can enjoy good, hearty food without worrying about the cost." Iceland runs outlets throughout Birmingham and competes with the likes of Tesco, which is the UK's largest grocer, alongside other supermarket giants including Aldi and Lidl, two discount darlings, plus Morrisons, Asda, Ocado, Waitrose and others. Iceland became the first retailer to introduce special price cuts for the over-60s, offering 10% off their weekly shop every Tuesday for customers aged 60 and above. There's no minimum spend, and the discount can also be used at The Food Warehouse branches. To avail of Iceland's over 60 discounts, customers simply need to present proof of age, such as a driver's licence or bus pass. This comes as a minor decrease in food prices, down by 0.2% monthly, offers "a small glimmer of hope", according to the ONS's chief economist - despite grocery bills having been high in recent months. The Office for National Statistics (ONS) chief economist, Grant Fitzner, voiced his thoughts on Wednesday. "It is only a 0.2% fall in the month for food prices," he informed BBC Radio 4's Today programme. "And they are still running quite high at 4.5%. But I think the fact that we have seen that steady increase dip a little is encouraging. "It is just one month's numbers so we will have to see what transpires in future months - but nonetheless a small glimmer of hope there."
