Asda launches £1 meal deal for over-60s amid cost of living crisis

The supermarket is offering those aged 60 and over the chance to enjoy soup, a roll and unlimited tea and coffees for £1 in any of its 205 cafes, including those in the West Midlands, 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 the launch in late June.

Asda has stepped up its support for older customers as they continued to be disproportionately 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 cap.

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 grass roots 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 £500,000 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.