SUPERMARKET Iceland is thanking the country's emergency services with a 10 per cent discount in the run up to Christmas.

Members of the police force, fire service, NHS, HM Coastguard and RNLI can claim a discount on their shopping at Iceland or its Food Warehouse stores by showing their photographic ID.

Pembrokeshire has two eligible stores, in Haverfordwest and Milford Haven.

Sir Malcolm Walker, Iceland's Founder, said: "Like everyone else, Iā€™m in awe of the amazing work undertaken by our emergency services all year round ā€“ they are the people we rely on when the going gets tough.

"I realise that many of these people will be working on Christmas Day to keep us safe and well, but I do hope they have the opportunity to relax and celebrate at some time before the end of the year."

The deal lasts until Sunday, December 17.

Customers will still have to pay for carrier bags and the discount cannot be used in conjunction with any other discount cards.

Bulk purchases of six or more packs are also not allowed.

UPDATE: Following a query from one of our readers, a Coastguard volunteer, we have spoken to Iceland and asked how volunteers without photo ID can obtain the discount.

A spokesman said: "If coastguards can take in something to prove that they volunteer with their name on it, and another form of ID, they can receive the discount."