Unlocking Financial Support: How Iceland and Rothesay Foundation Are Transforming the Lives of Older Customers

In an inspiring initiative aimed at empowering older citizens, the Rothesay Foundation has committed £1.8 million to launch the "Benefits Boost" campaign in collaboration with Iceland Foods. This campaign provides a free and confidential benefits support service specifically for Iceland customers aged 66 and above, making it easier for them to access crucial financial support.

A Lifeline for Older People

The Benefits Boost service addresses a significant issue: many older adults in the UK miss out on benefits they are entitled to. Recent government estimates indicate that only 62% of those eligible for pension credit received it last financial year, often due to the complexity of the application process. By offering hands-on help, the campaign aims to alleviate these challenges. Expert advisers from Kinly, a leading UK benefits support organization for older people, will assist customers in navigating the application process, ensuring they receive the financial support they deserve.

Significant Impact Expected

With over 7,500 Iceland customers expected to benefit from this initiative, it is projected that more than £37 million in additional support will be unlocked for older shoppers. Customers who have utilized the Benefits Boost service have already reported an average annual increase of approximately £5,000 in their financial support, showcasing the tangible benefits of this campaign.

Voices Behind the Initiative

Tallulah Woods, campaigns manager at the Rothesay Foundation, emphasizes the importance of this partnership, stating, "Too many older people are missing out on financial support that could help them live more securely and independently. This partnership is designed to make it easier for people to understand what they may be entitled to and get help claiming it." Richard Walker, executive chairman of Iceland Foods, echoes this sentiment, pointing out the pressing need for support for older individuals on fixed incomes.

A Call to Action

The Benefits Boost service is not just a program; it is a movement aimed at ensuring that older adults can live with dignity and financial security. Available to customers aged 66 and over, interested individuals can learn more about the service by visiting iceland.co.uk/benefits-boost or calling 0330 053 2617. This initiative is a vital step toward enhancing the quality of life for many vulnerable citizens in the UK.