Supermarket chain ASDA has reintroduced its popular £1 meal deal aimed at customers aged 60 and over, providing them unlimited tea and coffee as part of its winter warmer initiative. The deal, which includes hot soup and bread, will be available at participating stores until the end of February 2025.
The initiative is set against the backdrop of rising living costs, which have disproportionately affected older individuals. During just the first two weeks since the launch of the meal deal, ASDA reported serving more than 60,000 meals to seniors. The meals can be chosen from three options: tomato, chicken, or vegetable soup, paired with a roll.
ASDA originally introduced the winter warmers deal back in November 2022 for two months to support seniors facing financial difficulties. According to research, those within the 65-to-74 age group experienced substantial drops in disposable income over recent years. The first iteration of the initiative served over 1.2 million soup meals.
ASDA is also promoting communal spaces through its Community and Customer Champions initiative, encouraging local seniors’ groups to gather at their stores for Chatty Café sessions. Given surveys showing nearly one out of every ten older individuals visited supermarkets just to have someone to talk to, this strategy aims to combat loneliness among the elderly. Research indicates about 17% of older adults felt isolated, with some reporting whole days without conversations.
The £1 winter warmer deal operates alongside ASDA’s ‘Kids Eat for £1’ campaign, which has proved extremely popular. Since its launch, over 4.9 million children’s meals have been served, with children accompanied by grandparents able to dine for as little as £4.
Saying the costs of living are hitting their hardest, particularly lower income households, ASDA has shared insights from their latest income tracker, indicating these households will face continued economic struggles. The distinct disparities mean these families are grappling with weekly shortfalls of around £66 when trying to meet their necessary expenses.
To extend their community outreach, selected ASDA locations have also implemented the ‘Community Cuppa’ initiative, offering safe spaces for groups who might otherwise struggle to assemble due to high operational costs. These efforts underline ASDA's commitment to not only provide affordable food options but also create friendly and supportive environments for the community.
With such measures, ASDA continues to adapt to the pressing needs of its customers, fostering well-being and community spirit during challenging financial times.