Asda has reintroduced its popular ‘winter warmer’ £1 meal deal in a bid to support over 60s facing financial strain during the chilly winter months. The supermarket giant has already served over 60,000 meals to pensioners in the first two weeks.
Lasting until the end of February, Asda is offering those aged 60 and above the opportunity to enjoy soup, a roll and unlimited tea and coffee for just £1 at any of their 205 cafes. Asda’s Community and Customer Champions are also encouraging local over 60s groups and individuals to use the £1 Winter Warmer meal as a chance to socialise at their store Chatty Café.
Asda’s new Christmas Community Report reveals the loneliness many older people experience during the festive season, with one in 10 unsure if they will have anyone to talk to between December 15th and January 1st. Furthermore, one in 10 over 60s admitted they had visited a supermarket simply for human interaction.
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(Image: Asda)
Last Christmas, nearly one in five (17%) reported days when they didn’t speak to anyone, and 15 per cent said they became accustomed to not conversing with others during the period from mid-December to the end of the year.
The offer is available all day, every day and runs alongside the ‘Kids eat for £1’ deal, which has seen more than 4.9 million meals served since its launch in June 2022. Grandparents can bring their grandchildren to Asda Café’s and feed a family of four for as little as £4.
However, Asda’s income tracker reveals that the lowest income households are still feeling the pinch, with many unable to cover bills and essential spending, leaving them with an average weekly shortfall of £66.
Ian McEvans, Asda’s Commercial Vice President Fresh and Frozen 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’ve already served 60,000 meals to the over 60’s in the first two weeks, and since its launch 1.2 million meals have been sold showing the vital need for this initiative. By bringing Winter Warmers back for 2024 and extending it until February we hope it will prove just as impactful across the winter months for those who need it most.”
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