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Asda today announced a huge milestone in it’s popular café initiative, since it’s launch on the 1st November, the retailer has seen over 120,000 £1 winter warmer meals served in just three weeks to it’s over 60’s customers. The initiative, which includes soup, roll and unlimited tea and coffee was introduced to support the over 60’s this winter as they continue to face increased financial pressures during the cost-living crisis.

From 1st November until the end of February, Asda are 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. The retailer first launched Winter Warmers 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.

In just over three weeks the retailer has sold over 120,000 £1 meals, showing that the over 60’s are looking at ways to use other community warm spaces to avoid unnecessary heating costs at home, as well as using the initiative as a way to socialise.

The offer is available all day, every day and will run alongside the Kids eat for £1’ offer which continues to be hugely popular, with more than 2 million meals served since its launch in June 2022..

The latest figures from Asda’s Income Tracker reveal that despite annual growth, disposable income still falls below pre-crisis levels by 9%, with households having to consider their spending over the festive period more than they did before the pandemic.

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.

“We have served over 120,000 meals in the last three weeks to the over 60’s which shows the importance of this initiative for our customers. By bringing the deal back for 2023 and extending it until February we hope it will continue to support many more across the winter months and especially for those who need it most.”

Asda currently have four different café and community initiatives to support families and community groups across the cost of the living crisis including:

  • Kids Eat for £1 – always on.

The kids menu has a variety of £1 meal deals on offer, with meals such as All Day Breakfast, Chicken Nuggets, Fish Fingers, Penne Pasta with Meatballs, Jacket Potatoes, also as an alternative to a hot meal, Asda Café’s also offer a £1 cold pick and mix selection that includes a sandwich, drink and piece of fruit, the menu includes new treats such as a jelly pot with whole fruit pieces or a jelly squeeze pouch as an alternative to a pack of crisps. Asda have served over 2.6million meals since it’s launch in June 2022.

  • Winter Warmers – 1st Nov to 28th Feb

From 1st November until the end of February, Asda are 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. Asda first launched Winter Warmers in November 2022 for two months in a bid to support older customers who were disproportionately affected by the spiralling living costs. The initiative saw over 650,000 £1 soup meals served, the retailer has extended the deal until February 28th in 2024.

  • Emergency Responders – 1st Nov – 31st December (Free hot drink for Emergency Responders in Asda Stores)

Asda is currently offering emergency responders the chance to grab a free cup of tea or coffee in over 330 Asda Stores, cafes and Express stores to help them get through their shifts during the colder weather. From 1st November until the 31st December 2023, Asda is inviting emergency responders on shift and in uniform to come into Asda stores to grab themselves a free tea or coffee from either the Asda Cafe or the Self Service Costa or Leon Machines.

  • Community Cuppa – always on

‘Community Cuppa’ – our in store community champions support local community groups in our cafes by creating space for community groups who may otherwise struggle to meet due to rising energy costs. Spaces will be available on weekdays in November and December from 2pm to 6pm and all community group members who are booked in will receive unlimited free tea or coffee.

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