From today and each Tuesday, shoppers can get a 10% discount across all products and ranges.

There’s no minimum spend, and the discount will also apply to its sister brand – The Food Warehouse. It’s valid at all Iceland stores (in-store only), except The Range or Swift stores. Customers will just need to provide proof of age such as a driving licence, senior bus pass/rail card or Freedom Pass.

Iceland said it was making the move following data from charity Age UK which revealed over nine million people in the UK were worried about the effects of the cost-of-living crisis.

It claims it is the first and only supermarket in the UK to offer a discount of this type. According to insights and consulting company Kantar, around five million over-60s shop in Iceland each year.

Many praised the supermarket, with one person on social media writing: “Iceland doing what the government should be doing. Yes it’s great publicity for Iceland but it’s also a big help to the over 60s. I hope all the supermarkets shame the government into action.”

However, others have criticised the move, saying it discriminates against other shoppers who are also struggling financially.

One person tweeted: “Why over 60s? How about those with kids paying extortionate rent and working all the hours on min wage? They’re the real ones struggling. Gona be great seeing my well off, early retired 60 something year old neighbours getting discounted food.”

Richard Walker, managing director at Iceland, said: “We have a long history of supporting our over 60s customers, such as when we launched ‘Elderly Hour’ at the height of the pandemic.

“The cost-of-living crisis has made support for these customers even more important, which is why I’m proud that we’re finding new ways to support them, including the launch of this discount. We hope it will help all those in this age category to cut costs where they can.”