Iceland launches new service to help shoppers claim DWP benefits

Iceland has introduced a new support service aimed at helping elderly shoppers claim their Department for Work and Pensions (DWP) benefits more easily. Through a free helpline, those aged 66 and over can speak to Kinly advisers who guide them through the process. This initiative underscores Iceland's commitment to supporting its older customers and highlights a broader trend of businesses stepping in to assist with government services, which is crucial as many elderly people may face challenges navigating bureaucratic systems. It's a smart move that not only aids individual customers but also potentially reduces administrative burdens for the DWP.