Asda Winter Warmer Initiatives Announced
Asda has announced a range of new ‘winter warmer’ initiatives to support customers and community groups struggling with the cost-of-living crisis.
The supermarket is offering those aged 60 and over the chance to enjoy soup, a roll and unlimited tea and coffee for just £1 in any of its 205 cafes all day and every day throughout November and December. The new initiative will run alongside the current ‘Kids eat for £1’ offer, which continues to be hugely popular, with more than 557,000 meals served during the launch in late June.
Asda has stepped up its support for older customers as they continue disproportionately being affected by spiralling living costs. The supermarket’s latest 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.
This research aligns with findings from Age UK, who estimate that 2.8m older households will still be living in fuel poverty this winter despite the Government freezing the energy price cap¹
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 those 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 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 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. Priority will be given to groups and charities needing financial help to cover increased energy costs or who want to use their facilities to create ‘warm banks’ – spaces where people can keep warm if they can’t afford to 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 2 pm to 6 pm, and all community group members who visit will receive unlimited free tea or coffee.
The deal is an excellent initiative from Asda to help those in need; it hasn't stopped backlash from people arguing that the initiative is just a way to get more people into the stores at a time when supermarket competition is high. There's probably an element of truth to that. Still, it doesn't change the fact that it means those struggling financially can get a warm meal, unlimited hot drinks, and be comfortable in a warm environment without having to switch on their heating or use their electricity. If that means they then make additional purchases in the store while they are there, that's up to them; after all, Asda does have some great low-cost food options, so as long as the person can easily get to the store, why not, I know I would, I'd be thrilled plonked in a warm cafe, with unlimited hot drinks, while I read a book, or watched Netflix on my phone, bring it on!