Iceland will slash the price on hundreds of products loved by Britain’s over-60s in a bid to cut costs this winter. Some 250 products will be discounted until November 5, like baked potatoes, battered fish, and roast dinner essentials, based on customer favourite sales data.

Iceland says it aims to help people most affected by the cost of living through the colder months as bill costs rise. Even though the discounts are based on the preferences of pensioners, Paul Dhaliwal, chief commercial officer of Iceland Foods, said the supermarket aims to support “no matter whether you’re over 60, a student, or a parent putting family favourites on the dinner table”.

He added: “We know this time of year can be tough for many older people, we know from speaking to our elder customers that every penny counts and every degree on the thermostat makes a difference.

“That’s why we’re doing the right thing by cutting prices on the products our over-60s really love and rely on. From fish and chips, to a classic roast dinner, we want to make sure our customers can enjoy good, hearty food without worrying about the cost.”

Many of the 250 reduced items feature household brands such as Aunt Bessie’s, McCain, Birds Eye, Richmond and Quorn. Iceland will also add multibuy offers on over-60s favourites.

Eight Richmonds Thick Pork Sausages will be reduced to £2.00 from £2.75, and Lurpak Slightly Salted Spreadable Butter will cost £3.50, down from £4.75. Eight packs of Aunt Bessie’s 10 Large Yorkshire Puddings will be £10 in a mix-and-match deal.

Older shoppers can also take advantage of Iceland’s long-running 10% discount for over-60s on Tuesdays, which has no minimum spend.

To claim the Tuesday discount, eligible Brits need to bring in a valid form of ID, such as a Senior Bus pass, a Driver’s Licence, a Senior Railcard, or a Freedom Pass.