The initiative, which has already served over half a million meals this year, aims to support senior citizens facing increased financial pressures during the colder months.
From November 1 until the end of February, over-60s can enjoy soup, a roll, and unlimited tea and coffee for just £1 in any of Asda’s 205 cafes, without needing to make any other purchases.
This initiative also serves as an opportunity for social interaction, as one in ten senior citizens revealed they visit supermarkets to speak to another person.
Asda’s community champions have been actively inviting and encouraging local over-60s groups and customers to attend their store’s ‘Chatty Café’ for social events, providing interaction and access to the £1 Winter Warmer meal.
Last Christmas, nearly one in five (17 per cent) said there were days when they ‘didn’t speak to a single soul’, and during the two-and-a-half-week spell running from mid-December to the end of the year, 15 per cent said they ‘got used to not conversing with other people.’
The offer is available all day, every day, and runs alongside the ‘Kids eat for £1’ offer, which has been ‘extremely popular.’
Grandparents can bring along their grandchildren, allowing the family to eat in Asda Cafés for as little as £4 (2 adults, 2 children).
Asda’s Community Champions have been inviting and encouraging many local over 60’s groups and customers to come along to their ‘Chatty Café’ (Image: James Linsell-Clark/PinPep)
The latest figures from Asda’s income tracker reveal that the lowest-income households will ‘continue to feel the impact of the cost-of-living crisis for a little longer.’
The spending power of these households is ‘increasing slower’ than others, meaning for many people, their net income does not cover bills and essential spending, leaving them with an average weekly shortfall of £66.
Ian McEvans, Asda’s commercial vice president of 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 nearly half a million meals to the over-60s, which shows 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.”
Selected Asda stores also run a ‘Community Cuppa’ campaign in their cafés, creating a space for community groups who may otherwise struggle to meet due to rental costs or high energy costs.
Spaces will be available on weekdays in November and December from 2pm to 6pm, and all community group members who visit will receive unlimited free tea or coffee.