Iceland has offered a 10% discount to NHS and emergency services staff.
The supermarket chain says the gesture is a “Christmas ‘thank you’ to our emergency services”.
A poster, shared on Twitter, quotes Sir Malcolm Walker, founder of Iceland Foods. He writes: “Like everyone else, I am in awe of the amazing work undertaken by our emergency services each and every day of the year. You are the [people we all rely on when the going gets tough.
“I know I speak for all my colleagues at Iceland in saying that we feel the hugest respect for all in the police, fire service, NHS, HM Coastguard and RNLI who work so hard to help us around the clock each day.
“So we’re like to say a big ‘thank you’ – and to help all of you to have a Happy Christmas by offering you a 10% discount on everything you buy at Iceland and The Food Warehouse stores.
“This offer will run until Sunday 17th December.
“I realise that many of you will be working to keep us all safe and well on Christmas Day itself, but I hope that you will all have the opportunity to relax and celebrate at some time before the end of the year.
“I also hope that we may be able to sever very many of you ij one of our 900 UK stores soon.”
— Neil (@neildunsmuir) December 1, 2017
The message has been praised online, with Dundee man Neil tweeting: “Well done Iceland Foods this Christmas, going above and beyond! Thank you for doing this for the NHS, police, fire service, RNLI and coastguard service, you guys rock!”