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Asda announced that  it is  bringing back it’s popular cafe ‘winter warmer’ £1 meal deal to support the over 60s this winter, as they continue to face increased financial pressures during the cost-living crisis.

From 1st November until the end of February, Asda are offering people aged 60 and over the chance to enjoy soup, a roll and unlimited tea and coffees for just £1 in any of Asda’s 205 cafes. The retailer first launched 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 650,000 £1 soup meals served, the retailer has extended the deal until February 28^th in 2024.

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 2.6 million meals served since its launch in June 2022, and over 180,000 in the last four weeks alone.

The latest figures from Asda’s income tracker reveal that 40% of the lowest earning households are still experiencing negative disposable income in September, meaning that their income does not cover what they need to spend on bills and other essentials.

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.”

Selected Asda stores also run a ‘Community Cuppa’ campaign in our cafes by creating 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.