Iceland and Fair for You are piloting a loan scheme aimed at helping customers through the cost-of-living crisis.

Aimed at tackling food poverty amid soaring inflation, the affordable credit provider’s collaboration with the supermarket is offering Iceland customers ‘micro-loans’ of between £25 and £75.

Early data from the pilot has already shown that 65 per cent of customers have reduced their food bank usage, while 80 per cent have experienced improved mental health, Fair for You said.

Having initially trialled the scheme in Huddersfield, Yorkshire and Rhyl, North Wales, it has recently been rolled out to Liverpool, Chester, Wirral, Newport (South Wales), and parts of Manchester, Scotland, and London for further testing.

Simon Dukes, chief executive of Fair for You, said: “We’re very proud that, by working with Iceland, we can help families put food on plates without having to resort to food banks – an option which is not always available to all who might need it.”

Fair for You is a member of Social Enterprise UK, and the initiative has seen them nominated for a Global Good Award alongside Iceland for tackling food poverty in the UK.

Commenting on the recognition, Dukes said: “We’re proud of the impact we’re having and this global recognition.”

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