Asda has announced the return of a scheme that could see as many as 15m people in the UK receive hot meals for £1 each.
The supermarket giant announced on Monday (October 30) that it is bringing back its "Winter Warmer" £1 meal deal to support those aged over 60 during the colder months. Asda first launched Winter Warmer in November 2022 for two months in a bid to support older customers who were disproportionately affected by the spiralling living costs, with 65-to-74-year-olds experiencing a £163 year-on-year drop in disposable income in August 2022.
The initiative saw more than 650,000 £1 soup meals served last winter.
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The scheme will run again from Wednesday (November 1) until the end of February 2024. Asda is offering people aged 60 and over the chance to enjoy soup, a roll and unlimited tea and coffees for just £1 in any of Asda’s 205 cafes.
People can take up the offer all day every day and the scheme will run alongside the "Kids eat for £1" deal.
Kris Comerford, Asda’s Chief Commercial Officer said: “We know winter is set to be incredibly hard for thousands of pensioners as they continue to worry about how to keep themselves warm in the face of rising living costs and on a fixed income.
"Last year we served over 650,000 meals to the over 60’s in two months, by bringing the initiative back for 2023 and extending it until February we hope it will prove just as impactful across the winter months for those who need it most.”
Selected Asda stores also run a "Community Cuppa" campaign in their cafes by creating space for community groups who may otherwise
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