It offers hot soup, a roll and unlimited tea and coffee for just £1. Choose from tomato, chicken or vegetable soup, and is available to anyone aged 60 or over.
In the first two weeks over 60,000 meals have already been served to pensioners.
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Asda’s Community and Customer Champions are also inviting and encouraging many local over 60s group and individuals to come along to their store Chatty Café to use the £1 winter warmer meal as an opportunity to come and chat to others.
It comes as research suggests one in 10 older people say they’d gone to a supermarket simply to speak to another person.
Almost 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 retailer first launched its 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.
The initiative saw over 1.2 million soup meals served and the retailer has now brought back the deal until February 28 in 2025.
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 4.9 million meals served since its launch in June 2022, and over 1.8 million in the last year alone.
Grandparents can bring along their grandchildren and all eat in Asda Café’s for as little as £4 (2 adults, 2 children).
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.
Selected Asda stores also run a ‘Community Cuppa’ campaign by creating space for community groups who may otherwise struggle to meet due to rental costs or high energy costs.