SHOPPERS across Southampton have reacted to the news that Iceland is now offering a 10 per cent discount for over 60s. 

The supermarket giant made the announcement to help older residents cope with the cost of living crisis. 

The scheme runs in stores on Tuesdays with no minimum spend. 

It was officially launched today.

In order to redeem the discount, senior shoppers need to show proof of age, such as a driving licence or senior bus or rail card.

The discount is also available at The Food Warehouse branches.

Peter Shaw, 66, was shopping at the Iceland store in Shirley this morning.

He said: "It is great news for us and I have been telling my friends and family about it. 

"I have seen a rise in my bills and it is upsetting, but any help which I and others can receive to reduce them is very helpful." 

Other elderly customers have praised the scheme.

However, young shoppers are urging Iceland to lower the age limit.

Thirty-six-year-old Gemma Webb told the Daily Echo: "I wish they would lower the age limit, as everyone is struggling. 

"It's good that they have done it for the elderly, but it would be nice if I could get a discount as well." 

Iceland said it was the first UK supermarket to introduce such a discount after being motivated by research from Age UK, which found that three-quarters of older people were worried about the rising cost of living.

The company said it is also exploring a national rollout of £30 vouchers to those receiving state pension, following a regional trial over Christmas.

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