Asda is adding kids' breakfasts to its cost of living meal deals by offering free porridge over February half term.
The original £1 kids meal deal – introduced to support customers struggling with the cost of living crisis - has seen 1.1 million kids meals being served since June 2022, with a tenfold increase in meals served in school holidays. The free breakfast initiative, which is being run in conjunction with Quaker Oats, is expected to see around 50,000 free bowls of porridge served from 8am to 12pm every day.
The current Kids for £1 menu includes a choice of one of six hot meals and mix meal deal, which includes a sandwich, a drink, a piece of fruit, a fromage frais yoghurt and a treat item, with no additional spend required in the cafe. The extended offer means that families will be able to have both a free children’s breakfast and a main meal for just £1 in all Asda cafes.
Read more: Newcastle City Council to provide families with further support during February half term
Recent research from The Food Foundation has shown that millions of people were forced to skip meals or go a whole day without eating. As the UK’s cost of living crisis deepened, nearly one in five families experienced food insecurity, meaning more people went hungry than during the chaotic first weeks of the Covid lockdown, the charity said, with nearly 10 million adults and 4 million children unable to eat regular meals.
As well as children, Asda's Winter Warmer offer gives over-60s soup, a roll and unlimited tea and coffees for just £1 in any in-store cafe. The offer is available all day, every day until the end of March. See the list of participating stores here.
Kris Comerford, Asda’s chief commercial officer, 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.”
Divesh Parmar, general manager at Quaker Oats UK, added: "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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