Asda has launched a £1 ‘winter warmer’ meal deal for older customers struggling with the cost-of-living crisis.

Older woman being served in Asda cafe

The supermarket will offer customers aged 60 and over the chance to buy a soup, roll and unlimited tea and coffee for £1 in all of its 205 cafes all day, every day throughout November and December. 

The initiative will run alongside Asda’s ‘kids eat for £1’ offer and comes as the grocer has “stepped up its support for older customers as they continue to be disproportionately affected” by rising prices.

Asda’s latest income tracker shows people aged 65-74 experienced a £163 drop in disposable income in August, compared to the same period last year. 

Asda co-owner Mohsin Issa 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 that are providing a lifeline in their communities during these tough times.”