Supermarket giant Asda has announced the return of its popular £1 meal deal for customers aged 60 and over, offering vital support during the winter months. The initiative, which sold over half a million meals last year, is available now at all 212 Asda Cafes across the UK.
What the Asda Winter Warmer Deal Includes
The offer, valid until the end of February 2025, allows eligible customers to purchase a bowl of soup (either tomato or chicken flavour), a bread roll, and unlimited regular tea or coffee for just one pound. There is no minimum spend required and customers do not need to buy anything else in the store to benefit.
The deal is available from the moment the cafe opens until it closes each day. However, Asda has stated a maximum of one soup and roll combination per person per day will be served. Staff may ask for proof of age from anyone who appears to be under 60.
A Lifeline Amidst a Cost of Living Crisis
The return of the Winter Warmer scheme comes as many older people face severe financial strain. Recent research by the charity Independent Age revealed that an unexpected £50 bill would be "impossible or difficult" for one in five older people on a low income to cover. More than half (52%) of the same group would struggle to pay a £250 emergency cost without borrowing.
Jordan Cummings, Buying Manager for Cafes and Concessions at Asda, commented on the initiative's importance. "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," he said. "Last year alone we sold over half a million meals showing the vital need for this initiative."
The Human Impact of Financial Pressure
The article highlights the desperate situation some pensioners find themselves in. Paul, a 74-year-old from Kings Lynn, described using his last savings, which he called his 'burial fund', to pay for an essential roof repair. He told The Mirror, "I just live in despair to be honest, and just hope I die quickly. I've had enough of everything... The cost of living - more appropriately the cost of existing - has left me physically and mentally exhausted."
Asda's £1 meal deal, while a small gesture, provides not only a warm, affordable meal but also a reason for social interaction and a brief respite from financial worries for hundreds of thousands of older adults this winter.
