Asda has confirmed it is offering shoppers aged 60 and over a £1 Winter Warmer meal across its in-store cafes this winter.
The supermarket said the deal includes a choice of tomato or chicken soup, served with bread, alongside unlimited tea or coffee for £1.
The offer is available at all 212 Asda in-store cafes across the UK.
Asda said the Winter Warmer scheme began on November 1 and will run until February 28.
The supermarket said the initiative is aimed at supporting older shoppers during the winter months.
This is the fourth consecutive year Asda has run the Winter Warmer deal.
The retailer first introduced the scheme in November 2022 during the height of the cost of living pressures affecting households across the UK.
Asda said half a million £1 meals were served to customers aged 60 and over through the scheme last year.
The Asda scheme returns for its fourth year across 212 in-store cafes
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The supermarket added that a total of 1.2 million meals have been sold since the Winter Warmer offer was launched.
Asda said the figures show continued demand for low-cost hot meals among older shoppers.
Jordan Cummings, buying manager for cafes and concessions at Asda, said the supermarket was aware of the challenges facing pensioners during winter.
He 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.
Asda said the cafes are intended to provide a space for customers to sit down and spend time with others
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“By bringing Winter Warmers back, we hope it will continue to be just as impactful across the winter months for those who need it most, as well as offering a relaxed social environment to come and chat to others.”
Asda said the cafes are intended to provide a space for customers to sit down and spend time with others as well as eat.
The supermarket pointed to research highlighting concerns around loneliness among older people.
Asda’s Christmas Community Tracker from last year found that one in ten people were unsure whether they would speak to anyone between December 15 and January 1.
The research also found that one in ten people aged 60 and over said they had visited a supermarket in order to have a conversation with someone.
Asda said the findings highlighted the role community spaces can play for older people.
The supermarket said its Community Champions are working with local over-60s groups and individuals to raise awareness of the Winter Warmer scheme.
The Community Champions are encouraging older shoppers to visit their nearest in-store cafe while the offer is running.
It aims to provide an opportunity for customers to meet others while enjoying a low-cost hot meal.
The scheme also aims to battle social isolation among older people
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Asda operates in-store cafes at hundreds of locations nationwide, offering hot meals and drinks alongside its main grocery business.
The supermarket said the Winter Warmer deal is available during normal cafe opening hours, subject to availability.
Asda has previously said that supporting local communities is a key part of its wider strategy.
The retailer said the £1 Winter Warmer offer will remain in place until the end of February unless stated otherwise.
