Asda is launching a ‘winter warmer’ deal consisting of a soup, roll and unlimited tea or coffee for just £1 for all customers over the age of 60.
The offer will be available across all 205 of its cafes and will run every day through November and December.
The supermarket’s latest Income Tracker shows that those within the age range of 65 to 74 experienced a £163 drop in disposable income in August, compared to last year.
Aligned with the findings by AGE UK research, they estimated that 2.8 million older households will still be living in fuel poverty this winter despite the Government freezing the energy price cap.
The new ‘cost of living’ funding pot launched by the Asda foundation is worth £500k to help keep community groups running.
Asda is already providing the ‘kids eat for £1 ’, a recent initiative that has been hugely popular with more than 557,000 meals served since their launch in late June.
With older customers being disproportionately affected by the cost-of-living costs, Asda has stepped in to support their customers.
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.”
Along with supporting pensioners, Asda’s charity – The Asda Foundation is providing funding worth £500k to support community groups that are struggling with rising costs and increased demands during the cost crisis.
The foundation is also offering individual grants worth up to a maximum of £2,000, with priority given to groups and charities that need financial help.
The grant will cover energy costs or be given to those 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.
Asda will also be 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.
‘Community Cuppa’ spaces will be available on weekdays in November and December from 2pm to 6pm. The cafes will be offering free tea or coffee to all community groups and members that attend.
