Iceland Foods’ free benefits checking service, which is aimed at older shoppers, has helped users uncover around £17m in annual unclaimed benefits in its first year, according to the frozen food retailer.
Over 4,100 Iceland customers aged 66 and over have received a benefits check by using the free telephone service, called Benefits Boost.
Over 70% of those who received a benefits check were found to be missing out on support they may be entitled to, with average unclaimed support worth around £5,600 a year.
According to campaign findings, for 80% of older people, navigating the application process for benefit entitlement is the main barrier to receiving the support.
Benefits Boost, which is being funded by a £1.8m commitment from the Rothesay Foundation, has so far enabled more than 2,100 customers to receive one-to-one support from specialist advisers at Kinly, including help completing forms and processing claims.
In many cases, specialist advisers could identify potential unclaimed income in as little as 10 minutes, with benefit applications often submitted within 48 hours of a person’s first conversation, Iceland said.
Of the support identified through the campaign so far, more than £4.2m has been secured for customers who have received successful outcomes from the Department for Work & Pensions.
“Too many older customers are missing out on money they’re entitled to,” said Iceland Foods executive chairman Richard Walker. “Benefits Boost is helping change that, uncovering support that can make a real difference as winter approaches.
“No one should have to worry about paying for the essentials, which is why we’re so pleased to be partnering with the Rothesay Foundation to achieve our shared goal of helping older people get the support they’re owed.”
Rothesay Foundation campaigns manager Tallulah Woods said: “With winter around the corner, this support is more important than ever.
“The results so far show the difference Benefits Boost is making, and we would urge those eligible customers who have not already accessed the support to do so – it could make a real difference to their everyday lives.”
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