Fruit teacakes, Lotus Biscoff Biscuits, and Iceland Strawberry and Vanilla Cones also rank in the top 10 most purchased using the Over 60s discount.

However, these aren’t the only products flying off the shelves since the discount. All categories have seen uplifts of up to 15 percent showing that customers are stocking up on groceries as well as shopping for their weekly essentials across chilled and frozen.

But, this isn’t the only discount scheme Iceland offers customers. Those who have hold of a Bonus Card are awarded a flat £1 bonus each time they spend £50.