Asda brings back £1 ‘rule’ for anyone aged 60 or over

Supermarket giant Asda is bringing back its £1 ‘winter warmer’ café initiative for the over-60s and the retailer says around 60,000 meals were sold in the first two weeks.

The supermarket will serve soup, rolls, and unlimited Tea and Coffee for a quid in stores with cafes. It confirmed the deal was on until the end of February.

Customers can choose from tomato, chicken, or vegetable soup as part of the limited offer.

The retailer says it is encouraging social interaction, claiming that one in 10 over-60s go to the supermarket just to speak to another person.

Some Asda stores also run a ‘Community Cuppa’ campaign in their cafes, by creating space for community groups who may otherwise struggle to meet due to rental or 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 free tea or coffee.

Explaining Asda’s over-60s initiative, Ian McEvans, Asda’s Commercial Vice President Fresh and Frozen, said : “We know winter is set to be incredibly hard for thousands of pensioners as they continue to worry about how to keep themselves warm in the face of rising living costs and on a fixed income.

“We’ve already served 60,000 meals to the over 60’s in the first two weeks, and since its launch 1.2 million meals have been sold showing the vital need for this initiative.”

He added: “By bringing Winter Warmers back for 2024 and extending it until February we hope it will prove just as impactful across the winter months for those who need it most.”