Quaker and Asda have partnered for the second year running to bring warm breakfasts to those who need it most this winter. Building on the success of 2023’s activation, this year’s offer† will see shoppers of all ages now entitled to a free Quaker breakfast – as well as a free hot drink. 205 Asda cafe stores across the UK will run the offer over an extended six-week period†.. The initiative aims to support customers during the current challenging economic climate.
As part of its wider support for communities this winter, Quaker will also be donating up to three million warm breakfasts to support families through an on-pack promotion in collaboration with charities FareShare and Magic Breakfast*. Rolling out from January, the on pack will be available across selected lines* in all major grocery multiples, and will see a bowl of Quaker donated for every pack purchased*. In a further bid to make warm bowls of Quaker accessible to all, the brand will also be offering shoppers dynamic coupons to redeem against its products which will see the value change depending on the temperature outside‡. Both initiatives form part of the brand’s ‘Share the Warmth’ campaign and will be supported by print, out of home and social media advertising.
Divesh Parmar, Quaker UK General Manager at PepsiCo, comments, “1 in 4 children are at risk of food insecurity in the UK, and as temperatures drop over winter, we know the very real impact of hunger increases. Collaborating closely with retail partners is vital in ensuring shoppers have access to a warm breakfast, so we’re delighted to be taking our partnership with Asda even further this year†. We’re also doubling down with our wider support for those most in need, issuing temperature dynamic coupons‡ and bringing back our Share the Warmth on-pack promotion*. Our donations of up to 3 million warm breakfasts means we can continue to do our bit in supporting the great work of our charity partners, FareShare and Magic Breakfast.”
Kris Comerford, Asda’s Chief Commercial Officer, comments: “We know that at this time of year, customers feel an additional strain on household budgets, especially with the colder weather. Building on our successful collaboration with Quaker in 2023, we’re partnering with the brand once again to demonstrate our support for customers and help to alleviate some of the pressures they face through rising living costs. In addition to our popular Kids eat for £1 and the over 60’s Winter Warmers £1 Soup and Roll café meals, all our customers can now enjoy a free bowl of porridge and hot drink in over 205 Asda cafes†. By bringing back the initiative in 2024 we hope it will prove to be impactful across the winter months for those who need it most
The new breakfast initiative with Quaker is now one of four that are live in Asda Café’s, the popular Kids Eat for £1 has hit over 3.1 million meals since its launch in June 2022, the over 60’s £1 Winter Warmers – Soup and a Roll has served over 350,000 since November and the ‘community cuppa’ offers community groups meeting space later in the day with a free hot drink.
The Quaker and Asda café partnership will be live in stores from the 7th February – 20th March 2024†, while Quaker Oat’s on-pack promotion will appear across selected lines* in all major grocery multiples from 31st January 2024.
† Quaker x Asda Cafes T&Cs
Each customer is entitled to a free Quaker Oat So Simple (Original or Golden Syrup flavour) bowl of porridge and one of the following small size hot drinks: tea, americano coffee (with or without milk) or hot chocolate to be consumed at participating ASDA Cafés between 8am to 12pm from 07/02/2024 until 20/03/2024. No take-away option available. Hot drink can only be redeemed with an Oat So Simple bowl of porridge. Max 1 Quaker Oat So Simple bowl of porridge and 1 small size hot drink per person, per day, subject to availability. No purchase necessary. For every free bowl of Quaker Oat So Simple redeemed at ASDA Cafes, Quaker will donate 1 x box of 10 Quaker Oat So Simple Original 27g sachets to Fareshare (up to a maximum of 50,000 boxes). Promoter: Asda, Great Wilson St, Leeds LS11 5AD. FareShare – Registered charity number 1100051 in England. Available in stores with an Asda café. Serving suggestion.
*Quaker Share The Warmth On-Pack T&Cs
*Selected lines, Quaker Oat ‘Share the Warmth’ On-Pack Promotion. Price is at the discretion of retailers
- 1kg Jumbo Oats – £3.00*
- 1kg Rolled Oats – £2.75*
- 10pk Original Sachet – £3.50*
- 10pk Apple & Blueberry Sachet – £3.50*
- 10pk Caramelised Biscuit Sachet – £3.50*
- 10pk Golden Syrup Sachets – £3.50*
- 10pk Sultana, Raisins, Cranberry + Apple Sachets – £3.50*
- 20pk Original Sachets – £5.00*
- 20pk Golden Syrup Sachets – £5.00*
For each promotional pack sold up to a maximum of 3 million packs, Quaker will donate 1 bowl of porridge to either one of Magic Breakfast (up to a maximum of 250,000 bowls) or FareShare (up to a maximum 2,750,000 bowls). Each bowl for Magic Breakfast is equivalent to 1 x 27g serving of Quaker Oat So Simple (RRP of £2.75 per box of 10 sachets) and each bowl donated to Fareshare is equivalent to 1 x 40g serving of Quaker Rolled Oats (RRP of £1.95 per box for 1kg). Magic Breakfast – Registered charity number 1102510 in England & Wales and SC048202 in Scotland. FareShare – Registered charity number 1100051 in England.?
‡ Quaker Winter Warmth/Temp Drop Coupon T&Cs
UK, 18+. 05/02/24 to 04/03/24 inclusive. No purchase necessary. Smartphone and internet access required. Enter via socials or scan QR code, enter your details, choose a preferred store from the list and submit to reveal your money off voucher (subject to availability). Rewards: 65,000 vouchers for up to £1.00, £1.10 or £1.20 off a pack of Quaker Oats. Value dependent on average UK temperature each day, as determined by the forecast on the prior business day. ?Redeem between 05/02/24 – 18/03/24 at your selected store (excludes petrol stations and online). Once voucher activated, claimant will have 30 minutes to use voucher. Max. 1 voucher per person. Max 1 entry per person.? Entries exceeding the maximum will be void. Visit quaker.co.uk/winterwarmthvoucher for full terms & conditions. ?
 The Food Foundation, Food Insecurity Tracker 2023