Asda launches a special £1 Winter Warmers deal aimed at providing meals and companionship for customers over 60 amidst rising living costs.
As the colder months approach and the festive season nears, Asda has unveiled a special promotional offer aimed at providing not just meals but also companionship to its customers, particularly those aged over 60. This initiative, which reintroduces the popular £1 Winter Warmers deal, allows shoppers to enjoy a soup, a roll, and unlimited tea or coffee for just £1. The offer will remain available through to the end of February 2024.
During the first two weeks following the launch, Asda reported an impressive uptake, with 60,000 meals sold, highlighting the strong demand for affordable, warming options during winter. Customers can choose from soups including Tomato, Chicken, or Vegetable. Ian McEvans, Asda’s Commercial Vice President for Fresh and Frozen, emphasised the critical need for such offerings, particularly given the rising living costs affecting many pensioners on fixed incomes.
McEvans stated that the initiative not only addresses hunger but also seeks to combat the social isolation many elderly individuals experience, especially during the winter months. According to Asda, one in ten older customers visit supermarkets primarily for social interaction. The Winter Warmers campaign aims to create a welcoming environment where seniors can connect with others while enjoying a warm meal.
Asda’s initiative comes alongside its Christmas Community Report, which sheds light on the emotional challenges faced by many elderly individuals during the festive season. The report indicates that, during the previous Christmas period, 17% of respondents endured days without conversations, and 15% reported becoming accustomed to social isolation from mid-December to the end of the year.
The Winter Warmers campaign was initially introduced in November 2022 for a two-month period and has evidently resonated with the community, leading to 1.2 million meals sold since its inception. The retailer’s commitment to reinforcing this initiative through the winter months is an attempt to continue providing essential support to those in need.
Asda’s outreach illustrates the growing recognition of the role supermarkets play in not only supplying food but also acting as community hubs during difficult times, particularly for vulnerable populations such as the elderly. The continued success and expansion of this programme reflect both the demand for affordable nourishment and the critical human connection it fosters.
Source: Noah Wire Services
- https://www.moneywellness.com/blog/ps1-winter-meals-at-asda – Corroborates the £1 Winter Warmer meals offer at ASDA, including the components of the meal and the duration of the offer.
- https://corporate.asda.com/newsroom/2024/11/21/asda-brings-back-vital-1-winter-warmer-cafe-initiative-for-the-over-60s-over-60000-meals-sold-in-first-two-weeks – Supports the high uptake of the Winter Warmer meals, with over 60,000 meals sold in the first two weeks.
- https://www.irishnews.com/news/uk/asda-serving-vital-1-winter-warmer-meals-to-pensioners-in-initiative-that-will-run-until-february-GC3VW426FRH4XOSTZSBTCUJLFI/ – Confirms the details of the £1 Winter Warmer meals offer, including the target demographic and the duration of the initiative.
- https://www.moneywellness.com/blog/ps1-winter-meals-at-asda – Mentions that not all ASDA cafes are participating, so customers need to check with their local store.
- https://corporate.asda.com/newsroom/2024/11/21/asda-brings-back-vital-1-winter-warmer-cafe-initiative-for-the-over-60s-over-60000-meals-sold-in-first-two-weeks – Highlights the critical need for such offerings, especially given the rising living costs affecting pensioners.
- https://www.irishnews.com/news/uk/asda-serving-vital-1-winter-warmer-meals-to-pensioners-in-initiative-that-will-run-until-february-GC3VW426FRH4XOSTZSBTCUJLFI/ – Supports the initiative’s goal of combating social isolation among elderly individuals during the winter months.
- https://corporate.asda.com/newsroom/2024/11/21/asda-brings-back-vital-1-winter-warmer-cafe-initiative-for-the-over-60s-over-60000-meals-sold-in-first-two-weeks – Provides context on the social benefits of the initiative, including creating a welcoming environment for seniors.
- https://www.moneywellness.com/blog/ps1-winter-meals-at-asda – Mentions the availability of the Winter Warmers alongside other offers, such as the kids eat for £1 offer.
- https://corporate.asda.com/newsroom/2024/11/21/asda-brings-back-vital-1-winter-warmer-cafe-initiative-for-the-over-60s-over-60000-meals-sold-in-first-two-weeks – Details the historical context of the Winter Warmers campaign, which was first introduced in November 2022.
- https://www.irishnews.com/news/uk/asda-serving-vital-1-winter-warmer-meals-to-pensioners-in-initiative-that-will-run-until-february-GC3VW426FRH4XOSTZSBTCUJLFI/ – Supports the overall impact of the initiative, with 1.2 million meals sold since its inception.