Asda has announced a new initiative that will see them offer anyone over the age of 60 a meal deal to help support them with the cost of living crisis.
With the weather getting colder and costs still rising, the supermarket chain confirmed today it has a new range of 'winter warmer' initiatives that will help support customers and community groups struggling with rising costs.
One of the new incentives will see anyone over the age of 60 offered a bowl of soup, a roll and unlimited cups of tea and coffee for just £1, reports WalesOnline. The winter initiative will be available all day every day in every one of the supermarket's 205 cafes throughout November and December.
It comes as the supermarket giant's Income Tracker shows those aged 65 to 74 experienced a £163 drop in disposable income in August, compared to last year, as rising inflation continues to outstrip pension and savings growth.
The new offer will run alongside Asda's popular 'Kids Eat For £1' offer, which was initially supposed to run until the end of the summer holidays, before being expanded until the end of the year to help families during the cost of living crisis.
Mohsin Issa, Asda’s Co-owner, said: “We know that this winter is set to be incredibly hard for thousands of pensioners as they worry about how to keep themselves warm in the face of rising living costs and a fixed income. We’ve already been able to serve over half a million meals through our Kids Eat for £1 initiative in our cafes and we’re hoping our new offer of soup and hot drinks for over 60s will prove just as impactful for those who need it most.
"Meanwhile, the cost of living grant programme led by Asda’s charity The Asda Foundation will support grassroots organisations who are providing a lifeline in their communities during these tough times.”
In addition to their targeted support for pensioners, Asda’s charity the Asda Foundation is providing funding worth £500k to support community groups that are struggling with rising operating costs or increased demand for their vital services in the current climate.
Individual grants worth up to a maximum of £2,000 are available and priority will be given to groups and charities that need financial help to cover increased energy costs or who want to use their facilities to create ‘warm banks’ – spaces where people can keep warm this winter if they can’t afford to always heat their homes.
The supermarket is also running a ‘Community Cuppa’ campaign in its cafes by creating space for community groups, who may otherwise struggle to meet due to rising 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.
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