What an utter disgrace this company is. 10% off for over sixties on Tuesdays? What a wicked nasty cynical ploy this really is. It is even worse than the latest scam operated by Poundstretcher which offered 50% off everything after putting their prices up first accordingly. At least they didn't say it was for the over 60's only. I am not aware of the CEO's name of Iceland but whatever it is I hope you are rumbled by everyone and that they pass it along to everyone else. Shame on you. I went in to the Dover store to check these so called "deals" out and didn't find a single one that was not in fact a con. People, you will save nothing, not unless you have money to spare and a freezer large enough for so called "deals" you don't want anyway. No minimum spend required? Well no, there wouldn't be would there because everything is more expensive than anywhere else anyway. Just one example. A block of medium cheddar for £2:10p, when in Morrisons the same type and weight is £1:89. I won't go there ever again, and I am one of those who can afford not to, AND over 60. I am very fortunate, but so many are not. Once again, shame on you.