British Supermarket Chain Launches Discount for Over-60s Now Lifespan is Out of Rice

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British supermarket chain Iceland will give a discount to people over 60 as the rapidly rising cost of living has hit families hard. British public broadcaster BBC reported this on Monday.


Iceland – the name refers to the focus on frozen products – announces that it will give people over 60 a 10 percent discount every Tuesday.

The remarkable move comes as supermarkets fight for customers because of the fastest rising prices in 40 years.

According to market researcher Kantar, food prices were 5.9 percent higher in April than a year ago. This is the largest increase since December 2011.

The main causes are supply problems, increased raw material costs and the war in Ukraine.

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