Asda is offering free hot breakfasts to children this February half term, amid the ongoing cost of living crisis.
The supermarket giant is expected to dish up over 50,000 bowls of porridge across its cafes in a bid to help more children start the day with a filling meal. Asda has partnered with Quaker Oats to offer the free breakfasts in a bid to continue helping customers during these difficult times.
This is in addition to its £1 meals for children initiative. The retailer says the number of £1 meals served during school holiday periods have increased dramatically as more families struggle with rising costs.
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Kids will be able to get a free bowl of Quaker porridge from 8am to noon every day at any of Asda's 205 cafes across the February school holidays. Asda’s chief commercial officer, Kris Comerford, said: “We know when families are preparing for the school holidays it can often mean an additional strain on household budgets – especially feeding and entertaining their children.
"We remain as committed as ever to supporting our customers in tackling these tough times. Our café initiatives continue to provide a lifeline for over 1.5 million customers since we launched them last year, and we hope by offering a free warm breakfast in the February half term, it will help support many more in the coming weeks.”
The offer has been launched after recent research from Magic Breakfast charity showed that 81 per cent of schools believe that child hunger has increased in the last year. Over 1.1 million £1 meals have been sold since the scheme launched in June 2022.
In January, Asda announced the extension of both its Kids £1 meals and over 60s Winter Warmer £1 soup café deals until the end of March. The Kids £1 menu includes a choice of six hot meals or a cold pick and mix sandwich meal deal.
Divesh Parmar, general manager at Quaker Oats UK, said: "It's so important that everyone has access to breakfast to start the day which is why we’re partnering with Asda to provide free Quaker Oats porridge to children this half term. This initiative, alongside our new Share the Warmth campaign, means we can play a small part in getting a warm, nutritious breakfast to people who really need it this winter."
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