Supermarket giant Asda has issued a direct appeal to customers aged sixty and over, urging them to take advantage of a special £1 meal offer on their next visit. The retailer has reintroduced its popular Winter Warmer deal, providing a hot meal and unlimited refreshments for a single pound, with the scheme now running until the end of February 2025.
What's Included in the £1 Deal?
The budget-friendly meal, available exclusively in Asda's 212 in-store cafes, allows eligible shoppers to choose from two classic soup flavours: Tomato or Chicken. This is served alongside bread and includes unlimited tea or coffee. The initiative is specifically designed to support older adults facing heightened financial strain during the coldest months of the year.
Asda has highlighted the significant demand for such support, revealing that an impressive half a million of these £1 meals were purchased by pensioners throughout 2024. This substantial figure underscores the scheme's importance for the demographic.
Combating Isolation and Rising Costs
Beyond mere sustenance, the programme aims to foster social connection. Asda's network of Community Champions is actively inviting local over-60s groups and individuals to use the café offer as a chance to meet and converse with others, tackling potential winter isolation.
Jordan Cummings, Buying Manager for Cafes and Concessions at Asda, explained the rationale behind relaunching the initiative. "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 stated.
A Vital Lifeline for the Community
Cummings further emphasised the proven impact of the offer, referencing the previous year's sales. "Last year alone we sold over half a million meals showing the vital need for this initiative," he said. "By bringing Winter Warmers back this November, 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."
The supermarket, which competes with rivals like Tesco, Sainsbury's, Morrisons, Lidl, and Aldi, has framed the return of the meal deal as a direct response to the ongoing cost-of-living challenges. It serves as a practical measure to assist older shoppers on limited incomes, providing warmth, nutrition, and company for a nominal sum during a period recognised for its financial and social pressures.
