Over sixties Frome shoppers will soon be able to food shop at a discount as supermarket chain Iceland announcing it is launch a special new discount.

The supermarket said it would offer over-60s 10% off every Tuesday to support its older customers through the cost of living crisis.

The latest inflation figures this week showed overall prices up 9 per cent in the year to April - up from 7 per cent in March.

But that headline figure does not reflect some of the huge prices in certain foods. Food poverty campaigner Jack Monroe has reported that many staples, such as baked beans: were 22p, now 32p. A 45% price increase year on year.

According to research company Kantar overall, grocery prices were 5.9% higher in April than a year ago, 

Iceland's new discount will be launched from 24 May, with anyone aged 60 or over able to use it every Tuesday.

Shoppers will need to show proof of age, such as a driving licence or senior bus or rail pass, and the discount will cover all products, with no minimum spend.