Iceland is offering free benefits checks to pensioners, to ensure they are not missing out on help they are entitled to.
It comes after the supermarket helped 100 older customers boost their annual income by an average of £5,000 in a pilot of the scheme.
The help is being offered to customers in Iceland's Bonus Club, the supermarket's savings and loyalty card scheme. It is phoning and emailing them to direct them to the free service.
Iceland says specialist consultants will review older people's eligibility for a range of benefits, but Pension Credit is the most valuable and common one going unclaimed.
It is aiming to support 7,500 customers to apply for unclaimed benefits, and help them unlock more than £37million in additional annual income.
