Business Wednesday, Dec 25

The supermarket has confirmed that the deal will be running until the end of February and the retailer says it is encouraging social interaction among elderly people within the community

Asda is bringing back a heartwarming deal for the over-60s with its £1 ‘winter warmer’ café initiative, and it’s already a hit—around 60,000 meals flew off the menu in the first fortnight.

The supermarket is laying on soup, rolls, and as much tea and coffee as you can drink for just one pound at their cafés, confirming this cosy offer is running until the end of February.

Customers can tuck into tomato, chicken, or vegetable soup while catching up with friends. Asda’s intent with this move is to foster social connections; they point out that for some older folks, a trip to the supermarket is as much for a chat as for the shopping.

In some locations, Asda is also championing local camaraderie with their ‘Community Cuppa’ campaign—offering free meeting space for groups hit by hire and heating costs. This opportunity extends through November and December, weekday afternoons from 2pm to 6pm, complete with complimentary brews.

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Reflecting on the initiative, Asda’s Ian McEvans, Commercial Vice President Fresh and Frozen, commented: “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.”

He shared the impressive figures: “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,” as quoted by the Express.

He further stated: “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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